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Exploring Client Preferences for Psychological Counselors in a Chinese Online Health Community: Longitudinal Study
Xiandong Feng1,2, Yinhuan Hu1,2, Holger Pfaff3
1School of Medicine and Health Management, Tongji Medical College, Huazhong University of Science and Technology, Wuhan, China.
Client choices in online mental health communities are influenced by counselor signals. Service price, online reputation, and practical experience positively impact choices, while prosocial behavior shows an inverted U-shape effect.
Area of Science:
- Behavioral economics
- Online health communities
- Signaling theory
Background:
- Online health communities bridge mental health service gaps.
- Client decision-making in these platforms is understudied.
Purpose of the Study:
- Examine how signals on psychological counselors' home pages affect client choices.
- Apply signaling theory to understand client behavior in online mental health settings.
Main Methods:
- Utilized signaling theory, classifying information into online and offline signals.
- Developed a theoretical model for client choice behavior.
- Analyzed data from 487 counselors in a Chinese online mental health community using a fixed effects model.
Main Results:
- Online signals: Service price (β=0.186) and online reputation (β=0.489) positively influence client choices.
- Offline signals: Practical experience (β=0.007) positively relates to client choices.
- Counselor prosocial behavior demonstrates an inverted U-shaped relationship with client choices.
Conclusions:
- Information signals significantly impact client choices in online mental health communities.
- Broadened signaling theory's application to online consumer behavior.
- Highlights the importance of optimizing online and offline counselor information for platform and provider strategy.
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