Abstract
From the theoretical perspective of the elaboration likelihood model and service quality, this study attempts to provide an empirical study of patients’ medical choice behaviour and the moderating effect of disease risk under different paths with a real data set from an online healthcare community. The results demonstrate that factors from the central and peripheral routes affect patients’ behavioural intention regarding online medical choices. Disease risk plays an important moderating role. Low-risk patients are mainly influenced by factors from the peripheral route including doctors’ service reputation and disclosure of service qualifications, while high-risk patients are mainly influenced by factors from the central route including service quality of treatment and reviews quality.
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