User adoption of physician's replies in an online health community: An empirical study

Yanli Zhang, Xinmiao Li and Weiguo Fan

Journal of the Association for Information Science & Technology, 2020, vol. 71, issue 10, 1179-1191

Abstract: Online health question‐and‐answer consultation with physicians is becoming a common phenomenon. However, it is unclear how users identify the most satisfying reply. Based on the dual‐process theory of knowledge adoption, we developed a conceptual model and empirical method to study which factors influence adoption of a reply. We extracted 6 variables for argument quality (Ease of understanding, Relevance, Completeness, Objectivity, Timeliness, Structure) and 4 for source credibility (Physician's online experience, Physician's offline expertise, Hospital location, Hospital level). The empirical results indicate that both central and peripheral routes affect user's adoption of a response. Physician's offline expertise negatively affects user's adoption decision, while physician's online experience positively affects it; this effect is positively moderated by user involvement.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:bla:jinfst:v:71:y:2020:i:10:p:1179-1191

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