Investigating the impact of social support embedded in online consultation on physicians’ online reputation: The moderating role of media capabilities
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2022-01-04
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The importance of physicians’ online reputation (POR) has been recognized in the healthcare consultation process. However, few studies provide physicians with practical advice that help them improve their online reputation. Drawing on the taxonomy of social support and media synchronicity theory, this study proposes a theoretical model to study the relationship between physicians’ computer-mediated social support (CMSS) and POR, and the moderating effect of media capabilities on above relationships. This study collects online consultation records from a leading Chinese online consultation platform and employs the long short-term memory (LSTM) model to extract measurements of two types of CMSS. Our finding suggests that physicians’ action-facilitating support and nurturant support have significant positive impacts on POR. Furthermore, physicians’ communication frequency and communication depth strengthen the relationship between physicians’ action-facilitating support and POR. Readability strengthens the relationship between social support and POR. This study provides implications on how physicians can improve their online reputation.
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IT Adoption, Diffusion, and Evaluation in Healthcare, coping theory, media synonymity theory, online reputation, physician-patient communication, social support
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10 pages
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Proceedings of the 55th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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