Background: Nowadays, patients are seeking physician information more frequently via the internet. Physician-rating websites (PRWs) have been recognized as the most convenient way to gain insight and detailed information about specific physicians before receiving consultation. However, little is known about how the information provided on PRWs may affect patients’ decisions to seek medical advice. Objective: This study aimed to examine whether the physicians’ online efforts and their reputation have a relationship with patients’ choice of physician on PRWs. Methods: A model, based on social exchange theory, was developed to analyze the factors associated with the number of online patients. A 3-wave data collection exercise, covering 4037 physicians on China’s Good Doctor website, was conducted during the months of February, April, and June 2017. Increases in consultation in a 60-day period were used as the dependent variable, whereas 2 series of data were analyzed using linear regression modeling. The fixed-effect model was used to analyze the 3-wave data. Results: The adjusted R2 value in the linear regression models were 0.28 and 0.27, whereas in the fixed-effect model, it was .30. Both the linear regression and fixed-effect models yielded a good fit. A positive effect of physicians’ effort on the aggregated number of online patients was identified in all models (R2=0.30 and R2=0.37 in 2 regression models; R2 =0.23 in fixed effect model; P<.001 the proxies of physicians reputations indicated different results with total number page views homepages and r2="0.46;" p votes received being seen as positive. virtual gifts were not significant in all models whereas thank-you messages only fixed-effect model effort made by online is positively associated their aggregated patients consulted effect a physician reputation remains uncertain. control title hospital level was linear regressions. conclusions: both contribute to increased consultation however influence varies. this may imply that are critical attracting strategic manipulation profiles worthy study. practical insights also discussed.>
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