基于数字共情视角下的在线医患交互对医患信任影响因素研究

目的：本研究选取在线医患交互的独有特征，从数字共情的角度探索在线医患信任的形成机制，为促进在线医患关系的良好发展提供实践指导。方法：挖掘好大夫在线医疗平台上的客观医患交互数据，构建影响在线医患信任建立因素的假设模型，采用统计软件SPSS24.0对假设进行验证。结果：研究结果表明医生共情、医患会话累计量、医生回复框平均字数和医患会话比率都能正向影响医患信任的建立，其中医生共情是最积极的影响因素。结论：医生提高医患沟通技巧、患者积极反馈、优化医疗APP功能设计、相关部门完善相关政策是促进在线医患信任建立的重要途径。

Research on the influence factors of trust between doctors and patients during online interactions from the perspective of digital empathy

Objective: From the unique characteristics of online doctor-patient interaction, this study explores formation mechanism of trust between doctors and patients during online interactions from the perspective of digital empathy, and provides practical guidance for improving relationship between doctors and patients online. Methods: Construct a hypothesis model to study influence factors of trust between doctors and patients online on the basis of data from Hao Daifu online medical service platform and tests the hypothesis with statistical software SPSS24.0. Results: The results showed that doctors'' empathy, cumulative number of doctor-patient conversations, average length of doctors'' response and the doctor-patient conversation ratio have positive effect on trust between doctors and patients, with doctors'' empathy being the most effective factor. Conclusion: To promote the trust between doctors and patients online, doctors need to improve their communicative skills with patients, patients are expected to give active feedback,suppliers of Apps need to optimize their functions and relevant departments should improve relevant policies.