BACKGROUND
In online health communities (OHCs), physicians’ prosocial behavior can bring numerous benefits to both platforms and patients. By sharing health articles and videos, providing free live diagnoses, physicians can contribute to improved health outcomes, enhanced trust, and the prosperity of OHCs. However, few studies have been conducted to examine the impact of prosocial behavior on consultation volume in the OHC field.
OBJECTIVE
This study aims to investigate the influence of physicians' prosocial behavior on consultation volume in OHCs. Additionally, the authors are interested in exploring the role of physicians' online popularity in the relationship between prosocial behavior and online consultation volume.
METHODS
Guided by information asymmetry theory, signaling theory and reciprocity theory, this study developed hypotheses and an econometric model. Subsequently, a fixed-effect regression was employed to test these hypotheses using panel data comprising 1,015 hepatitis B physicians from Haodf.com, a prominent OHC in China.
RESULTS
This study found that both the quantity and quality of physicians’ prosocial behavior had a positive impact on consultation volume (β=.075, P<.001; β=.124, P<.001). Furthermore, the quantity and quality of prosocial behavior also positively influenced physicians’ online popularity (β=.083, P<.001; β=.148, P<.001). When physicians’ online popularity was included in the model, the quantity and quality of prosocial behavior, as well as online popularity, all showed positive and significant effects (β=.032, P=.001; β=.034, P=.02; β=.555, P<.001).
CONCLUSIONS
Physicians’ prosocial behavior has a positive impact on consultation volume, and this effect is partially mediated by their online popularity. These findings are applicable to chronic physicians, regardless of the severity of the disease. This paper is the first to elaborate how physicians’ prosocial behavior affects consultation volume from the perspective of fan interaction.