Investigating the effect of service feedback and physician popularity on physician demand in the virtual healthcare environment

Bibliographic Data

ID21595930
AuthorsAdnan Muhammad Shah (0000-0002-9638-3514, Gachon University), Wazir Muhammad (0000-0002-0240-2930, Florida Atlantic University), Kang Yoon Lee (0000-0003-3078-6166, Gachon University)
Year2023
Volume36
Issue3
Pages1356-1382
Publication date2023-04-11
Open AccessYes
TypeARTICLE
VenueInformation Technology and People (JOURNAL)
Journal identifiersISSN: 0959-3845 • E-ISSN: 1758-5813
PublisherEmerald (PUBLISHER)
DOI10.1108/itp-07-2020-0448
OpenAlexW4282822904
LanguageEN
Citations received6
References cited70

Purpose This study examines how service feedback and physician popularity affect physician demand in the context of virtual healthcare environment. Based on the signaling theory, the critical factor of environment uncertainty (i.e. disease risk) and its impact on physician demand is also investigated. Further, the research on the endogeneity of online reviews in healthcare is also examined in the current study. Design/methodology/approach A secondary data econometric analysis using 3-wave data sets of 823 physicians obtained from two PRWs (Healthgrades and Vitals) was conducted. The analysis was run using the difference-in-difference method to consider physician and website-specific effects. Findings The study's findings indicate that physician popularity has a stronger positive effect on physician demand compared with service feedback. Improving popularity leads to a relative increase in the number of appointments, which in turn enhance physician demand. Further, the impact of physician popularity on physician demand is positively mitigated by the disease risk. Originality/value The authors' research contributes to a better understanding of the signaling transmission mechanism in the online healthcare environment. Further, the findings provide practical implications for key stakeholders into how an efficient feedback and popularity mechanism can be built to enhance physician service outcomes in order to maximize the financial efficiency of physicians

Business · Econometrics · Economics · Endogeneity · Health care · Popularity · Consumer Market Behavior and Pricing · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Medicine · Psychology · Social Psychology · Marketing

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