Abstract
Controversial reviews can mislead patients and increase uncertainty in online healthcare communities (OHCs). However, existing research has paid limited attention to the controversial nature of inconsistencies in comments and responses. To address this gap, this study examines the impact of controversial reviews on online and offline patient decision-making in OHCs. Using a dataset from a leading OHC in China, we apply a two fixed-effects regression model to analyze the effects. Our findings reveal that controversial reviews influence online and offline decisions differently. For online decisions, controversial positive reviews reduce trust, discouraging online consultations, whereas controversial negative reviews enhance trust, encouraging online consultations. For offline decisions, both types of controversial reviews positively influence patient choices by serving as trust signals. This study provides valuable insights into the complex role of controversial reviews and offers practical implications for OHCs in managing online reviews effectively.
| Original language | English |
|---|---|
| Journal | Pacific Asia Conference on Information Systems |
| Publication status | Published - 2025 |
| Event | 29th Pacific Asia Conference on Information Systems, PACIS 2025 - Kuala Lumpur, Malaysia Duration: 5 Jul 2025 → 9 Jul 2025 |
Keywords
- appointment
- consultation
- Controversial reviews
- online healthcare communities (OHC)
- patient decision-making
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