Trust-Based Research: Influencing Factors of Patients’ Medical Choice Behavior in the Online Medical Community

The medical service is a special credit commodity, and trust plays a very important role in patients’ online medical choice behavior. By collecting information about the doctors on China’s leading online medical platform (Platform A), a regression analysis model was constructed, based on the credibility theory model, which has the following three dimensions: ability trust, benevolence trust, and integrity trust. The results showed that the medical title of the doctors, their department’s reputation, the number of gifts given to them, and the number of patients who registered with them after diagnosis, among other factors, had a significant, positive impact on the behavior of choosing doctors. Among these considerations, the number of patients registered after diagnosis had the greatest impact on the behavior of choosing doctors. This factor is the result of each doctor’s personal brand management, which reflects their comprehensive ability, reputation and integrity. Compared with previous studies, this paper creatively analyzed the important influence of departmental reputation and the number of patients registered after diagnosis on medical choice behavior and puts forward that a doctor can use the number of patients registered after diagnosis to manage their personal brand. Based on the results of this study, we will also put forward suggestions from the perspectives of patients, doctors and the online medical community.