Why should I consult? The impact of social support on patient consultation in online healthcare communities

The COVID-19 epidemic put the traditional healthcare system and offline consultation method under strain. Patient consultations through online healthcare communities (OHCs) provide patients and physicians with a more convenient and secure route. Based on the social support theory, this study explores the impact of three dimensions of social support from physicians—information diagnosticity, source credibility, and emotional support—on patient consultations in OHCs and their moderating effect on patients’ compliments. We utilized Python Spiders to retrieve data from Haodf.com and gathered 2,982 physician reports. The model uses OLS regression with fixed effect estimations. The results show that these three dimensions of social support are positively impacted by consultation. Furthermore, patients’ compliments weaken the positive relationship between the three dimensions of physicians’ social support and patient consultations. This study contributes to the literature on social support theory in OHCs by exploring the physicians’ social support dimension and its impact on patient consultation. Moreover, this study makes practical contributions to physicians and platform administrators in OHCs.