The impact of knowledge incompatibility and communication style differences on patients’ perceived value of online medical consultations

Jiamin Peng (), Lingwen Huang (), Yujuan Guo (), Xiaoyun Yang () and Yue Chen ()
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Jiamin Peng: Guangdong University of Technology
Lingwen Huang: Guangdong University of Technology
Yujuan Guo: Guangdong University of Technology
Xiaoyun Yang: Guangdong University of Technology
Yue Chen: Guangdong University of Technology

Service Business, 2024, vol. 18, issue 3, No 6, 473-501

Abstract: Abstract This study examines the reasons why patients are not getting expected value from online medical consultations. It analyzes the influencing mechanism of mismatch between the knowledge base and communication style of patients and physicians on patients’ perceived value. A questionnaire survey was conducted among 452 Chinese patients who had engaged in online interactions with physicians. Findings suggest that knowledge incompatibility and task-oriented communication style differences negatively affect patients’ perceived value by reducing patients’ evaluation of physician contribution behavior. Task analyzability plays a moderating role. The findings contribute to the value co-destruction theory and offer implications for enhancing online medical services.

Keywords: Online medical consultation; Knowledge incompatibility; Communication style differences; Physician contribution behavior; Perceived value (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11628-024-00569-9

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