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Knowledge‐Sharing and Patient Choice: Exploring the Curvilinear and Moderated Relationships in the Online Health Community

Author

Listed:
  • Pengfei Zhang
  • Min Chen
  • Yishuai Yin

Abstract

Purpose An increasing number of patients are opting to utilise online health communities as their access to healthcare. However, there is limited research on the factors influencing patient choice in online health communities. The aim of this study was to explore the impact of physicians' knowledge‐sharing in online health communities on patient choice and to analyse the potential theoretical boundaries of the relationship. Design/methodology/approach This study used data collected from a large online health community in China for empirical analysis to illustrate a nonlinear relationship between physicians' knowledge‐sharing and patients' choices. Findings We found there was an inverted U‐shaped relationship between physicians' knowledge‐sharing and patients' choices. Moreover, the physician's pricing marked the non‐linear relationship even steeper. Originality/value This research serves to enrich the existing literature concerning determinants of patient choice by investigating the nonlinear impact of physicians' knowledge‐sharing. This study has important practical implications for improving the quality of online healthcare services and the physician‐patient relationship.

Suggested Citation

  • Pengfei Zhang & Min Chen & Yishuai Yin, 2026. "Knowledge‐Sharing and Patient Choice: Exploring the Curvilinear and Moderated Relationships in the Online Health Community," International Journal of Health Planning and Management, Wiley Blackwell, vol. 41(2), pages 331-345, March.
    • Handle: RePEc:bla:ijhplm:v:41:y:2026:i:2:p:331-345
    DOI: 10.1002/hpm.70053
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    References listed on IDEAS

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