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Knowledge-Sharing and Patient Choice: Exploring the Curvilinear and Moderated Relationships in the Online Health
Pengfei Zhang1, Min Chen2, Yishuai Yin1
1Soochow University, School of Political Science and Public Administration, Suzhou, China.
Purpose:
An increasing number of patients are opting to utilise online health communities as their access to healthcare. However, there is limited research on the factors influencing patient choice in online health communities. The aim of this study was to explore the impact of physicians' knowledge-sharing in online health communities on patient choice and to analyse the potential theoretical boundaries of the relationship.
Design/Methodology/Approach:
This study used data collected from a large online health community in China for empirical analysis to illustrate a nonlinear relationship between physicians' knowledge-sharing and patients' choices.
Findings:
We found there was an inverted U-shaped relationship between physicians' knowledge-sharing and patients' choices. Moreover, the physician's pricing marked the non-linear relationship even steeper.
Originality/Value:
This research serves to enrich the existing literature concerning determinants of patient choice by investigating the nonlinear impact of physicians' knowledge-sharing. This study has important practical implications for improving the quality of online healthcare services and the physician-patient relationship.
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