Cao Xianye, Liu Yongmei, Fang Zian, Zhu Zhangxiang
School of Business Administration, Hunan University of Technology and Business, Changsha, 410205, China.
School of Business, Central South University, Changsha, 410083, China.
BMC Med Inform Decis Mak. 2025 Mar 6;25(1):112. doi: 10.1186/s12911-025-02861-8.
Online Healthcare Consulting Services (OHCS) can benefit physicians and patients. However, it is unclear how OHCS and what types of persuasive content enhance patients' intentions to visit offline. Based on the Elaboration Likelihood Model (ELM) and Grice's maxims of the Cooperative Principle, we formulated hypotheses related to factors in the central route, peripheral route, and patient involvement that influence patients' offline visit intentions. We used the amount of information, reliability, relevance, and understandability to measure information quality. By collecting data from an online healthcare site, we employed a regression model to evaluate our hypotheses. The results revealed that central route factors (amount of information, reliability, relevance, and understandability) and peripheral cues positively affect patients' offline visits. We also verified that patient involvement increases the impact of central route factors. This study extended the application of ELM and Grice's maxims in the field of OHCS, offering insights into how patients form intentions to visit offline through persuasive online content and providing valuable practical guidance for online physicians.
在线医疗咨询服务（OHCS）对医生和患者都有益处。然而，目前尚不清楚OHCS以及何种类型的说服性内容会增强患者线下就诊的意愿。基于精细加工可能性模型（ELM）和格赖斯合作原则的准则，我们提出了与影响患者线下就诊意愿的中心路径、边缘路径及患者参与度等因素相关的假设。我们使用信息量、可靠性、相关性和可理解性来衡量信息质量。通过从一个在线医疗网站收集数据，我们采用回归模型来评估我们的假设。结果显示，中心路径因素（信息量、可靠性、相关性和可理解性）以及边缘线索对患者的线下就诊有积极影响。我们还证实了患者参与度会增加中心路径因素的影响。本研究扩展了ELM和格赖斯准则在OHCS领域的应用，深入了解了患者如何通过有说服力的在线内容形成线下就诊意愿，并为在线医生提供了有价值的实践指导。
