Influence of Electronic and Traditional Word-Of-Mouth on Patients' Health-Care-Seeking Behavior

Patients are increasingly choosing health-care institutions based on online comments; thus, we examined the influence of different forms of word-of-mouth (electronic or traditional) on patients' health-care-seeking behavior. Data were collected from 415 patients who during 2015–2016 sought medical advice at a large 3rd-grade, class-A hospital in China. Results showed that, compared to those influenced by traditional word-of-mouth, patients influenced by electronic word-of-mouth paid significantly more attention to reviews of the health-care institutions, and also spent more time and energy choosing an appropriate health-care institution. In addition, treatment method (invasive vs. noninvasive) had a moderating influence on patients' confidence in the health-care institution. That is, those influenced by traditional word-of-mouth had greater confidence than those influenced by electronic word-of-mouth in invasive procedures provided by the chosen health-care institution, although there was no difference in confidence for patients undergoing noninvasive procedures. Practical and theoretical implications are discussed.