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Factors Influencing Physicians' Continuous Blogging: A Survey.

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Area of Science:

  • Health Communication
  • Medical Informatics
  • Online Health Information Dissemination

Background:

  • The internet facilitates health information sharing, but misinformation is prevalent.
  • Physicians have a responsibility to provide accurate health guidance.
  • Physician blogging is a growing phenomenon, yet lacks theoretical and empirical analysis.

Purpose of the Study:

  • To explore factors influencing physicians' sustained intention to blog.
  • To apply Social Cognitive Theory (SCT) to understand physician blogging behavior.

Main Methods:

  • An online survey was distributed to 887 physician bloggers.
  • 128 valid responses were collected and analyzed.

Main Results:

  • Social Cognitive Theory (SCT) explained 36.8% of the variance in physicians' continuous blogging intention.
  • Identified key factors influencing physicians' commitment to blogging.

Conclusions:

  • Findings offer insights for platform developers to encourage physician engagement in blogging.
  • Discusses implications for improving online health information quality and physician-patient communication.