PDF(Pubmed)
Abstract：
BACKGROUND: The COVID-19 pandemic has highlighted the importance of online medical services. Although some researchers have investigated how numerical ratings affect consumer choice, limited studies have focused on the effect of negative reviews that most concern physicians.
OBJECTIVE: This study aimed to investigate how negative review features, including proportion (low/high), claim type (evaluative/factual), and physician response (absence/presence), influence consumers\' physician evaluation process under conditions in which a physician\'s overall rating is high.
METHODS: Using a 2×2×2 between-subject decision-controlled experiment, this study examined participants\' judgment on physicians with different textual reviews. Collected data were analyzed using the t test and partial least squares-structural equation modeling.
RESULTS: Negative reviews decreased consumers\' physician selection intention. The negative review proportion (β=-0.371, P<.001) and claim type (β=-0.343, P<.001) had a greater effect on consumers\' physician selection intention compared to the physician response (β=0.194, P<.001). A high negative review proportion, factual negative reviews, and the absence of a physician response significantly reduced consumers\' physician selection intention compared to their counterparts. Consumers\' locus attributions on the negative reviews affected their evaluation process. Physician attribution mediated the effects of review proportion (β=-0.150, P<.001), review claim type (β=-0.068, P=.01), and physician response (β=0.167, P<.001) on consumer choice. Reviewer attribution also mediated the effects of review proportion (β=-0.071, P<.001), review claim type (β=-0.025, P=.01), and physician response (β=0.096, P<.001) on consumer choice. The moderating effects of the physician response on the relationship between review proportion and physician attribution (β=-0.185, P<.001), review proportion and reviewer attribution (β=-0.110, P<.001), claim type and physician attribution (β=-0.123, P=.003), and claim type and reviewer attribution (β=-0.074, P=.04) were all significant.
CONCLUSIONS: Negative review features and the physician response significantly influence consumer choice through the causal attribution to physicians and reviewers. Physician attribution has a greater effect on consumers\' physician selection intention than reviewer attribution does. The presence of a physician response decreases the influence of negative reviews through direct and moderating effects. We propose some practical implications for physicians, health care providers, and online medical service platforms.
OBJECTIVE: This study aimed to investigate how negative review features, including proportion (low/high), claim type (evaluative/factual), and physician response (absence/presence), influence consumers\' physician evaluation process under conditions in which a physician\'s overall rating is high.
METHODS: Using a 2×2×2 between-subject decision-controlled experiment, this study examined participants\' judgment on physicians with different textual reviews. Collected data were analyzed using the t test and partial least squares-structural equation modeling.
RESULTS: Negative reviews decreased consumers\' physician selection intention. The negative review proportion (β=-0.371, P<.001) and claim type (β=-0.343, P<.001) had a greater effect on consumers\' physician selection intention compared to the physician response (β=0.194, P<.001). A high negative review proportion, factual negative reviews, and the absence of a physician response significantly reduced consumers\' physician selection intention compared to their counterparts. Consumers\' locus attributions on the negative reviews affected their evaluation process. Physician attribution mediated the effects of review proportion (β=-0.150, P<.001), review claim type (β=-0.068, P=.01), and physician response (β=0.167, P<.001) on consumer choice. Reviewer attribution also mediated the effects of review proportion (β=-0.071, P<.001), review claim type (β=-0.025, P=.01), and physician response (β=0.096, P<.001) on consumer choice. The moderating effects of the physician response on the relationship between review proportion and physician attribution (β=-0.185, P<.001), review proportion and reviewer attribution (β=-0.110, P<.001), claim type and physician attribution (β=-0.123, P=.003), and claim type and reviewer attribution (β=-0.074, P=.04) were all significant.
CONCLUSIONS: Negative review features and the physician response significantly influence consumer choice through the causal attribution to physicians and reviewers. Physician attribution has a greater effect on consumers\' physician selection intention than reviewer attribution does. The presence of a physician response decreases the influence of negative reviews through direct and moderating effects. We propose some practical implications for physicians, health care providers, and online medical service platforms.
摘要：
背景：COVID-19大流行凸显了在线医疗服务的重要性。尽管一些研究人员已经调查了数字评分如何影响消费者的选择，有限的研究集中在最关注医生的负面评论的影响上.
目的：本研究旨在调查负面评论的特征，包括比例（低/高），索赔类型(评估/事实)，和医生反应（不存在/存在），在医生的总体评分较高的情况下，影响消费者的医生评估过程。
方法：使用2×2×2受试者间决策控制实验，这项研究检查了参与者对不同文本评论的医生的判断。收集的数据使用t检验和偏最小二乘-结构方程模型进行分析。
结果：负面评论降低了消费者选择医生的意愿。与医生的反应（β=0.194，P<.001）相比，负面评论比例（β=-0.371，P<.001）和索赔类型（β=-0.343，P<.001）对消费者选择医生的意愿有更大的影响。负面评论比例很高，事实负面评论，与同行相比，缺乏医生反应显着降低了消费者的医生选择意愿。消费者对负面评论的归因影响了他们的评价过程。医师归因介导了评价比例的影响(β=-0.150，P<.001)，审查索赔类型(β=-0.068，P=0.01)，和医生对消费者选择的反应(β=0.167，P<.001)。审阅者归因也介导了审阅比例的影响(β=-0.071，P<.001)，审查索赔类型(β=-0.025，P=0.01)，和医生对消费者选择的反应(β=0.096，P<.001)。医师反应对评价比例与医师归因关系的调节作用(β=-0.185,P<.001),评审比例和评审人员归因(β=-0.110，P<.001)，索赔类型和医生归因(β=-0.123，P=0.003)，索赔类型和审查员归因(β=-0.074，P=.04)均显著。
结论：负面评论特征和医生反应通过对医生和评论者的因果归因显著影响消费者的选择。医师归因对消费者医师选择意愿的影响比审阅者归因对消费者选择意愿的影响更大。医生反应的存在通过直接和调节作用降低了负面评论的影响。我们提出了一些对医生的实际意义，卫生保健提供者,和在线医疗服务平台。
目的：本研究旨在调查负面评论的特征，包括比例（低/高），索赔类型(评估/事实)，和医生反应（不存在/存在），在医生的总体评分较高的情况下，影响消费者的医生评估过程。
方法：使用2×2×2受试者间决策控制实验，这项研究检查了参与者对不同文本评论的医生的判断。收集的数据使用t检验和偏最小二乘-结构方程模型进行分析。
结果：负面评论降低了消费者选择医生的意愿。与医生的反应（β=0.194，P<.001）相比，负面评论比例（β=-0.371，P<.001）和索赔类型（β=-0.343，P<.001）对消费者选择医生的意愿有更大的影响。负面评论比例很高，事实负面评论，与同行相比，缺乏医生反应显着降低了消费者的医生选择意愿。消费者对负面评论的归因影响了他们的评价过程。医师归因介导了评价比例的影响(β=-0.150，P<.001)，审查索赔类型(β=-0.068，P=0.01)，和医生对消费者选择的反应(β=0.167，P<.001)。审阅者归因也介导了审阅比例的影响(β=-0.071，P<.001)，审查索赔类型(β=-0.025，P=0.01)，和医生对消费者选择的反应(β=0.096，P<.001)。医师反应对评价比例与医师归因关系的调节作用(β=-0.185,P<.001),评审比例和评审人员归因(β=-0.110，P<.001)，索赔类型和医生归因(β=-0.123，P=0.003)，索赔类型和审查员归因(β=-0.074，P=.04)均显著。
结论：负面评论特征和医生反应通过对医生和评论者的因果归因显著影响消费者的选择。医师归因对消费者医师选择意愿的影响比审阅者归因对消费者选择意愿的影响更大。医生反应的存在通过直接和调节作用降低了负面评论的影响。我们提出了一些对医生的实际意义，卫生保健提供者,和在线医疗服务平台。
