Why Do Consumers Review Doctors Online? Topic Modeling Analysis of Positive and Negative Reviews on an Online Health Community in China

Consumers often learn from others through a social learning process (e.g. electronic word of mouth) before making decisions. From the e-business perspective, online reviews have changed how people select products and services, and no doubt it is the same in the e-health sector. In this study, we examine online reviews of patients and health consumers for their doctors in an online health consultation platform in China. We combine machine learning and qualitative techniques to derive the themes of online reviews and the factors leading to positive and negative reviews. Our analysis demonstrates that service levels of hospitals, doctors’ communication skills and their professional skills influence the sentiment of reviews. Our findings offer important insights into theories and practice for studying online reviews in the healthcare context