To read this content please select one of the options below:

Determinants of patients' service choice in online health communities: an elaboration likelihood model perspective

Yuangao Chen (Zhejiang University of Finance and Economics, Hangzhou, China)
Meng Liu (Zhejiang University of Finance and Economics, Hangzhou, China)
Mingjing Chen (Zhejiang University of Finance and Economics, Hangzhou, China)
Lu Wang (Zhejiang University of Finance and Economics, Hangzhou, China)
Le Sun (Zhejiang University of Finance and Economics, Hangzhou, China)
Gang Xuan (Zhejiang University of Finance and Economics, Hangzhou, China)

Library Hi Tech

ISSN: 0737-8831

Article publication date: 28 June 2023

130

Abstract

Purpose

The purpose of this research paper is to explore the determinants of patients' service choices between telephone consultation and text consultation in online health communities (OHCs).

Design/methodology/approach

This study utilized an empirical model based on the elaboration likelihood model and examined the effect of information, regarding service quality (the central route) and service price (the peripheral route), using online health consultation data from one of the largest OHCs in China.

Findings

The logistic regression results indicated that both physician- and patient-generated information can influence the patients' service choices; service price signals will lead patients to cheaper options. However, individual motivations, disease risk and consulting experience change a patients' information processing regarding central and peripheral cues.

Originality/value

Previous researchers have investigated the mechanism of patient behavior in OHCs; however, the researchers have not focused on the patients' choices regarding the multiple health services provided in OHCs. The findings of this study have theoretical and practical implications for future researchers, OHC designers and physicians.

Keywords

Acknowledgements

This research is supported by the National Social Science Foundation of China under Grant No. 21BGL245.

Citation

Chen, Y., Liu, M., Chen, M., Wang, L., Sun, L. and Xuan, G. (2023), "Determinants of patients' service choice in online health communities: an elaboration likelihood model perspective", Library Hi Tech, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/LHT-12-2022-0585

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

Related articles