交流可见度视角下用户健康知识采纳行为影响因素研究

Research on Influencing Factors of Users’ Health Knowledge Adoption Behavior from the Perspective of Communication Visibility

在线健康社区为用户提供不受时空限制、交流内容可见的健康知识交流平台,即使其相互间完全不认识。健康知识采纳是在线用户健康知识行为的最终目标,本文搜集微医网“一病多问”服务的回答及医生主页数据,将医生回答视为健康知识,基于交流可见度视角,从消息透明、网络半透明维度考察用户健康知识采纳。表征消息透明的回答长度、从众因素与健康知识采纳正相关;表征网络半透明的医生职称、问诊数、粉丝数与健康知识采纳正相关,而评论数、预约数与健康知识采纳负相关。研究结果有助于拓展交流可见度理论的应用场景,并为在线健康社区的运营与管理提供建议。

Online health communities provide a platform for users to exchange health knowledge without the restriction of time and space and with visible communication content, even if they do not know each other at all. Health knowledge adoption is the ultimate goal of online users’ health knowledge behavior. In this paper, we collect answers from the “one disease and multiple questions” service and the data from doctors’ homepage on WeDoctor, regard doctors’ answers as health knowledge, and investigate users’ health knowledge adoption based on the dimensions of message transparency and network translucency from the perspective of communication visibility. The length of answers and herding factors that characterize message transparency are positively correlated with health knowledge adoption;and doctor title, number of consultations, and number of followers that representing the network translucency are positively correlated with health knowledge adoption;while number of reviews and appointments are negatively correlated with health knowledge adoption. These findings help to extend the application scenarios of communication visibility and provide suggestions for the operation and management of online health communities.