The Impact of Narrative Reviews on Patient E-doctor Choice in Online Health Communities

Abstract

As online health communities (OHCs) continue to proliferate, narrative reviews on doctors have become a vital reference source for patients when choosing online health services. However, the potential value of subjective information reflecting patient experiences in OHCs has not been fully explored. The present study seeks to investigate the impact of narrative reviews on patients’ selection of e-doctors and the extent to which such reviews are moderated by doctors’ specialties. This paper collected data from 747 doctors and 105 032 reviews from WeDoctor, one of China’s most popular OHCs, in 2019. We employed Latent Dirichlet Allocation topic modeling to extract 3 topics and analyzed their effects on patient e-doctor choice using a multiple regression method. Our findings indicate that Topic 1, clinical skills and effects, had a positive impact on patient choice in OHCs ( β1 = .243, P < .001), as did Topic 2, service attitude and trust ( β2 = .130, P < .05). However, the impact of Topic 3, convenience, did not show a significant effect in this study. Moreover, our results suggest that the specialty of Internal Medicine can positively moderate the relationship between Topic 1 (clinical skills and effects) and patient e-doctor choice ( β9 = .087, P < .05). Based on the findings of this study, e-doctors are encouraged to enhance their technical competence to improve treatment effectiveness and adjust their communication methods to increase patient trust and sense of security. OHC platform managers should accurately understand the key factors that influence patient choice and take measures to improve their service quality accordingly.