现代情报2025，Vol.45Issue(4)：163-176,14.DOI:10.3969/j.issn.1008-0821.2025.04.014
自我呈现视角下医生头像信息对患者决策行为的影响研究
Research on the Influence of Doctors' Profile Photo Information on Patients' Decision-Making Behavior Based on Self-Presentation Theory
摘要
Abstract
[Purpose/Significance]The online medical community has a large number of doctors and a limited amount of information available to patients.As a visual symbol,the doctor's profile photo is the first-hand information that patients are exposed to,influencing their decision-making behavior.By analyzing the influence of doctors'profile photo information on patients' decision-making behavior,the study aims to support doctors' self-presentation,patients' decision-making,and platforms'operation optimization in online medical communities.[Method/Process]Taking HaoDf as the research con-text,the study captured the data of 47704 doctors in representative departments of HaoDf.Based on the self-presentation theory,this study employed regression analysis to analyze the influence of the doctors'profile photo content and equality on the patients'decision-making behavior in the online medical community.[Result/Conclusion]The study finds that besides the richness of doctors' profile photos,the authenticity,professionalism,affinity,focus,and clarity of doctors' profile photos significantly affect patients' decision-making behavior.关键词
自我呈现理论/头像信息/在线医疗社区/患者/决策行为Key words
self-presentation theory/profile photo information/online medical communities/patients/decision-making behavior引用本文复制引用
朱梦蝶,王艺,付少雄,杨海平,成琦..自我呈现视角下医生头像信息对患者决策行为的影响研究[J].现代情报,2025,45(4):163-176,14.基金项目
南京大学学科交叉机制体制建设课题"推进交叉学科培育的模式与路径研究" （）
国家博士后科学基金面上项目(2022-2024)(项目编号:2022M721562) （2022-2024）
南京大学新时代文科卓越研究计划中长期研究专项(项目编号:2022300023). （项目编号:2022300023）
