Signaling Theory Application in Online Healthcare Community: A Systematic Review

In the context of online healthcare community, signaling theory has been widely applied in literature to overcome information asymmetry and reduce uncertainty. Especially in evaluating various information signals, the aim is to convey the quality of healthcare service and influence patient’s decision-making. However, the existing literature on signals in online healthcare communities is facing certain challenges. The range of various studies involves the interaction between different signals and patient’s decision-making. The classification of these signals is arbitrary, fragmented, and has not formed a common concept. This situation may affect the further development of the field. In order to establish a common foundation for scholars, we conducted a systematic literature review and summarized 63 articles in online healthcare signaling, providing a more comprehensive framework. This helps to establish an evidence-based knowledge system on the impact of online healthcare signals on patient’s decision-making. This framework also clarifies signal construct, exploring its boundary, signals relationship, and mechanism. Finally, we identify gaps in existing literature and provide valuable suggestions for future research direction.