Wu Tailai, Deng Zhaohua, Feng Zhanchun, Gaskin Darrell J, Zhang Donglan, Wang Ruoxi
School of Medicine and Health Management, Tongji Medical College, Huazhong University of Science and Technology, Wuhan, China.
Department of Health Policy and Management, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD, United States.
J Med Internet Res. 2018 Feb 28;20(2):e73. doi: 10.2196/jmir.9003.
Both doctors and consumers have engaged in using social media for health purposes. Social media has changed traditional one-to-one communication between doctors and patients to many-to-many communication between doctors and consumers. However, little is known about the effect of doctor-consumer interaction on consumers' health behaviors.
The aim of this study was to investigate how doctor-consumer interaction in social media affects consumers' health behaviors.
On the basis of professional-client interaction theory and social cognitive theory, we propose that doctor-consumer interaction can be divided into instrumental interaction and affective interaction. These two types of interactions influence consumers' health behaviors through declarative knowledge (DK), self-efficacy (SE), and outcome expectancy (OE). To validate our proposed research model, we employed the survey method and developed corresponding measurement instruments for constructs in our research model. A total of 352 valid answers were collected, and partial least square was performed to analyze the data.
Instrumental doctor-consumer interaction was found to influence consumers' DK (t=5.763, P<.001), SE (t=4.891, P<.001), and OE (t=7.554, P<.001) significantly, whereas affective doctor-consumer interaction also impacted consumers' DK (t=4.025, P<.001), SE (t=4.775, P<.001), and OE (t=4.855, P<.001). Meanwhile, consumers' DK (t=3.838, P<.001), SE (t=3.824, P<.001), and OE (t=2.985, P<.01) all significantly affected consumers' health behaviors. Our mediation analysis showed that consumers' DK, SE, and OE partially mediated the effect of instrumental interaction on health behaviors, whereas the three mediators fully mediated the effect of affective interaction on health behaviors.
Compared with many intentional intervention programs, doctor-consumer interaction can be treated as a natural cost-effective intervention to promote consumers' health behaviors. Meanwhile, both instrumental and affective interaction should be highlighted for the best interaction results. DK, SE, and OE are working mechanisms of doctor-consumer interaction.
医生和消费者都已开始将社交媒体用于健康目的。社交媒体已将医生与患者之间传统的一对一沟通转变为医生与消费者之间的多对多沟通。然而，对于医患互动对消费者健康行为的影响却知之甚少。
本研究旨在调查社交媒体中的医患互动如何影响消费者的健康行为。
基于专业-客户互动理论和社会认知理论，我们提出医患互动可分为工具性互动和情感性互动。这两种互动类型通过陈述性知识（DK）、自我效能感（SE）和结果期望（OE）影响消费者的健康行为。为验证我们提出的研究模型，我们采用了调查方法，并为研究模型中的构念开发了相应的测量工具。共收集到352份有效答案，并采用偏最小二乘法进行数据分析。
发现工具性医患互动对消费者的DK（t = 5.763，P <.001）、SE（t = 4.891，P <.001）和OE（t = 7.554，P <.001）有显著影响，而情感性医患互动也对消费者的DK（t = 4.025，P <.001）、SE（t = 4.775，P <.001）和OE（t = 4.855，P <.001）产生影响。同时，消费者的DK（t = 3.838，P <.001）、SE（t = 3.824，P <.001）和OE（t = 2.985，P <.01）均对消费者的健康行为有显著影响。我们的中介分析表明，消费者的DK、SE和OE部分中介了工具性互动对健康行为的影响，而这三个中介变量完全中介了情感性互动对健康行为的影响。
与许多有针对性的干预项目相比，医患互动可被视为一种促进消费者健康行为的自然且具有成本效益的干预方式。同时，为获得最佳互动效果，应同时强调工具性互动和情感性互动。DK、SE和OE是医患互动的作用机制。
