基于疾病風(fēng)險(xiǎn)調(diào)節(jié)的口碑評分對線上擇醫(yī)行為影響的機(jī)制分析

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AbstractObjective：Tostudythemechanismofhowword-ofmouthscoresafectpatientsonlinemedicalselectionbehavior.Methods： Basedothedatarelatedtoonlineconsultationonthe"HealthySo-and-SoPlatform"fromJanuarytoMay2O23，amultipleregresion linearmodelwasconstructedtoanalyzetheinfluenceofwordof-mouthscoresonpatients'onlinemedicalselectionbehavior.esults： Word-of-mouth scores showed an inverse u-shaped relationship with online medical selection behavior （ β=-3.109 P<0.01 ），and the degree of diseaseriskhadamoderatingefect.Low-riskdiseasesvaluedwordof-mouthscoresmorethanhighriskdiseases.Amongthediferent consultationmethods，monthlypackageconsultationwasdistingushedfromgraphicandtelephoneconsultationservices，andthedegree ofmoderationofdiseaseriskwasstronger.Concusions：Doctorsshouldpaycontiuousatentiontothewodofmouthofonlineplatforms， enhance online service title，and improve patients'feelings and experience of online medical treatment.

Keywordsonline medicalselection；doctorselectionbehavior；word-of-mouthscores；moderating efects；Interethospital摘要目的：基于疾病風(fēng)險(xiǎn)調(diào)節(jié)探討口碑評分影響病人線上擇醫(yī)行為的機(jī)制。（剩余7589字）