Exploring the Effects of Online Rating and the Activeness of Physicians on the Number of Patients in an Online Health Community

Abstract

Introduction: With the rapid development of information technology and online communities, patients in growing numbers choose to consult physicians in online health communities (OHCs) for information and treatment. Although many researchers have examined OHCs, the impact of physicians' online rating and activeness on patient consultation choice, which is reflected by the number of patients in OHCs, has rarely been discussed. Methods: A computer program was developed to download the required data. We collected data from 8,401 physicians from an online health community, Good Doctor Online, and analyzed data with Stata. An empirical model was conducted to explore the factors that influence the number of patients who consult a physician in OHCs. Results: The results indicate that the online rating and activeness of physicians have positive effects on the number of patients. Furthermore, the physician's professional seniority and hospital rank significantly moderate this positive relationship. As hospital levels increase, the impacts of the online rating and activeness on the number of patients decrease. In addition, the online rating has a weaker influence on the number of patients when a physician has a high professional seniority. Conclusions: It is important to understand what factors influence the number of patients who choose to consult physicians in OHCs. This study aims to explore the effects of online rating and activeness of physicians on the number of patients, as well as the moderating effects of the physician's professional seniority and hospital rank. Our results have implications for existing health management and e-health literature, and OHC designers.