A influência do boca-a-boca por avaliações online na construção da confiança do paciente no médico
DOI:
https://doi.org/10.5585/remark.v21i4.21163Palabras clave:
Boca-a-boca online, Avaliações online, Relação médico-paciente, ConfiançaResumen
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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