A influência do boca-a-boca por avaliações online na construção da confiança do paciente no médico

Autores

DOI:

https://doi.org/10.5585/remark.v21i4.21163

Palavras-chave:

Boca-a-boca online, Avaliações online, Relação médico-paciente, Confiança

Resumo

Objetivo: A pesquisa busca analisar como características de avaliações online influenciam na construção da confiança do paciente no médico avaliado.

Método: Foram realizados dois experimentos fatoriais utilizando avaliações do site Yelp com manipulação da quantidade de estrelas, quantidade de avaliações, conteúdo da mensagem e a quantidade de avaliações escritas pelo avaliador, representando as variáveis valência, volume, calor e competência do médico e experiência do avaliador.

Originalidade/Relevância: Com a popularidade das redes sociais, acompanha-se um número cada vez maior de pacientes que recorrem às avaliações online para buscar recomendação antes de consultar com os médicos. A recomendação, presente no boca-a-boca online, é considerada um elemento valioso na construção da confiança, sendo esta variável reconhecida como fundamental na relação médico-paciente.

Resultados:  No primeiro experimento, a interação entre a valência e volume apresentou um efeito significativo na confiança, demonstrando que o volume fortalecia ou enfraquecia o impacto da valência na confiança, o que corresponde ao efeito moderador proposto na hipótese. No segundo experimento, observou-se efeitos principais entre as variáveis calor, competência e experiência do avaliador na confiança, entretanto, não foi verificada interação 3-way significativa proposta, o que levantou questões interessantes e possíveis explicações.

Contribuições teóricas/metodológicas: A pesquisa fornece subsídios para a comunidade científica ao aprofundar o conhecimento na temática de avaliações online no contexto médico, considerando a popularidade dessa ferramenta e a tendência em relação ao crescimento de sites de avaliações de médicos.

Contribuições sociais / para a gestão: Os achados da pesquisa podem auxiliar os sites de avaliações e usuários a gerenciarem e utilizarem melhor tais plataformas online por meio das características investigadas.

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Biografia do Autor

Bárbara Foiato Hein Machado, Universidade Federal de Ciências da Saúde de Porto Alegre – UFCSPA

Mestra em Tecnologias da Informação e Gestão em Saúde

Mellina da Silva Terres, Universidade Federal de Ciências da Saúde de Porto Alegre – UFCSPA

PhD em Administração

Kenny Basso, Cooperando inteligência + interação

Doutor em Administração

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Publicado

20.09.2022

Como Citar

Machado, B. F. H., Terres, M. da S., & Basso, K. (2022). A influência do boca-a-boca por avaliações online na construção da confiança do paciente no médico. ReMark - Revista Brasileira De Marketing, 21(4), 1026–1074. https://doi.org/10.5585/remark.v21i4.21163

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