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A Study of Influential Factors in Doctor's WOM Effect Within Online Medical Community

Received: 18 April 2022     Published: 20 April 2022
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Abstract

Online medical communities have bestially alleviated the traditional medical field problems that uneven distribution of medical resources and difficulty seeking medical treatment to a certain extent. Patients in the online medical community pay more attention to the doctors’ word-of-mouth (WOM), resulting in the doctors’ WOM effect. There are few studies on the influencing factors of doctors' WOM effect in online medical communities, hence this study has theoretical and practical application value. By integrating trust theory, social network theory, online reputation feedback mechanism and the research framework of WOM under the Internet, this study constructs factors’ four dimensions that have an impact on doctor's WOM effect, combined with control variables to construct influential factors of doctor's WOM effect in the online medical community. The corresponding indicators that affect the doctor's WOM effect were built and sorted by random forest regression with the doctor's online medical community data. This study performed random permutations and multiple regression based on the selected variables integrated with the control variables to obtain the optimal model. The multiple regression analysis illustrates doctor's WOM effect with control variables exploring the interaction effect. This study explores the optimal model that affects the doctors’ WOM effect in the online medical community and aims to reasonably guide the scientific operation of the online medical community platform.

Published in Science Journal of Business and Management (Volume 10, Issue 2)
DOI 10.11648/j.sjbm.20221002.12
Page(s) 68-74
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Online Medical Community, WOM Effect, Random Forest Regression, Multiple Regression

References
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Cite This Article
  • APA Style

    Tingshuang Liao, Wei Qi, Biao Xiang. (2022). A Study of Influential Factors in Doctor's WOM Effect Within Online Medical Community. Science Journal of Business and Management, 10(2), 68-74. https://doi.org/10.11648/j.sjbm.20221002.12

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    ACS Style

    Tingshuang Liao; Wei Qi; Biao Xiang. A Study of Influential Factors in Doctor's WOM Effect Within Online Medical Community. Sci. J. Bus. Manag. 2022, 10(2), 68-74. doi: 10.11648/j.sjbm.20221002.12

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    AMA Style

    Tingshuang Liao, Wei Qi, Biao Xiang. A Study of Influential Factors in Doctor's WOM Effect Within Online Medical Community. Sci J Bus Manag. 2022;10(2):68-74. doi: 10.11648/j.sjbm.20221002.12

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  • @article{10.11648/j.sjbm.20221002.12,
      author = {Tingshuang Liao and Wei Qi and Biao Xiang},
      title = {A Study of Influential Factors in Doctor's WOM Effect Within Online Medical Community},
      journal = {Science Journal of Business and Management},
      volume = {10},
      number = {2},
      pages = {68-74},
      doi = {10.11648/j.sjbm.20221002.12},
      url = {https://doi.org/10.11648/j.sjbm.20221002.12},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20221002.12},
      abstract = {Online medical communities have bestially alleviated the traditional medical field problems that uneven distribution of medical resources and difficulty seeking medical treatment to a certain extent. Patients in the online medical community pay more attention to the doctors’ word-of-mouth (WOM), resulting in the doctors’ WOM effect. There are few studies on the influencing factors of doctors' WOM effect in online medical communities, hence this study has theoretical and practical application value. By integrating trust theory, social network theory, online reputation feedback mechanism and the research framework of WOM under the Internet, this study constructs factors’ four dimensions that have an impact on doctor's WOM effect, combined with control variables to construct influential factors of doctor's WOM effect in the online medical community. The corresponding indicators that affect the doctor's WOM effect were built and sorted by random forest regression with the doctor's online medical community data. This study performed random permutations and multiple regression based on the selected variables integrated with the control variables to obtain the optimal model. The multiple regression analysis illustrates doctor's WOM effect with control variables exploring the interaction effect. This study explores the optimal model that affects the doctors’ WOM effect in the online medical community and aims to reasonably guide the scientific operation of the online medical community platform.},
     year = {2022}
    }
    

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    AU  - Tingshuang Liao
    AU  - Wei Qi
    AU  - Biao Xiang
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    DO  - 10.11648/j.sjbm.20221002.12
    T2  - Science Journal of Business and Management
    JF  - Science Journal of Business and Management
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    PB  - Science Publishing Group
    SN  - 2331-0634
    UR  - https://doi.org/10.11648/j.sjbm.20221002.12
    AB  - Online medical communities have bestially alleviated the traditional medical field problems that uneven distribution of medical resources and difficulty seeking medical treatment to a certain extent. Patients in the online medical community pay more attention to the doctors’ word-of-mouth (WOM), resulting in the doctors’ WOM effect. There are few studies on the influencing factors of doctors' WOM effect in online medical communities, hence this study has theoretical and practical application value. By integrating trust theory, social network theory, online reputation feedback mechanism and the research framework of WOM under the Internet, this study constructs factors’ four dimensions that have an impact on doctor's WOM effect, combined with control variables to construct influential factors of doctor's WOM effect in the online medical community. The corresponding indicators that affect the doctor's WOM effect were built and sorted by random forest regression with the doctor's online medical community data. This study performed random permutations and multiple regression based on the selected variables integrated with the control variables to obtain the optimal model. The multiple regression analysis illustrates doctor's WOM effect with control variables exploring the interaction effect. This study explores the optimal model that affects the doctors’ WOM effect in the online medical community and aims to reasonably guide the scientific operation of the online medical community platform.
    VL  - 10
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Author Information
  • School of Management Harbin Institute of Technology, Harbin Institute of Technology, Harbin, China

  • School of Management Harbin Institute of Technology, Harbin Institute of Technology, Harbin, China

  • School of Management Harbin Institute of Technology, Harbin Institute of Technology, Harbin, China

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