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<p>The rapid growth of digital healthcare has increased patients’ online consultations. Existing research has concentrated on the online information, and ignores offline information reflecting physicians’ offline service quality and its effect on patients’ online consultation decisions. Drawing on the Heuristic-Systematic Model, this study establishes the influence mechanism model of offline service information on patients’ online consultation behavior, which characterizes the realization degree of patients’ needs as systematic information and follow-up service after offline consultation as heuristic information. The results reveal that the realization degree of patients’ needs and follow-up service after offline consultation influence patients’ online consultation behavior. The activeness of physicians’ online response complements or substitutes the effect of offline service information on patients’ online decisions. This paper provides a novel perspective on uncovering the effects of offline service information on online decisions, and extends the theoretical scope of HSM from the perspective of patients’ needs.</p>

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Does physicians’ offline service quality affect patients’ online selection? An empirical study of an online health community

  • 期刊论文

  • 发表日期：

    2026年7月7日

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  • Mengting Zhang,
  • Hongyan Jiang,
  • Mengmeng Xu,
  • Yaping Wang

摘要

The rapid growth of digital healthcare has increased patients’ online consultations. Existing research has concentrated on the online information, and ignores offline information reflecting physicians’ offline service quality and its effect on patients’ online consultation decisions. Drawing on the Heuristic-Systematic Model, this study establishes the influence mechanism model of offline service information on patients’ online consultation behavior, which characterizes the realization degree of patients’ needs as systematic information and follow-up service after offline consultation as heuristic information. The results reveal that the realization degree of patients’ needs and follow-up service after offline consultation influence patients’ online consultation behavior. The activeness of physicians’ online response complements or substitutes the effect of offline service information on patients’ online decisions. This paper provides a novel perspective on uncovering the effects of offline service information on online decisions, and extends the theoretical scope of HSM from the perspective of patients’ needs.