Engagement of Electronic Word-of-Mouth on M-Health Platforms

The demand for online health consultations has exploded since the COVID-19 pandemic. Hence, electronic word-of-mouth is essential to obtaining information and reducing uncertainty for potential customers on mobile health platform. Based on an internet-based survey of 552 people from Zhejiang Province, China, this study investigated the influencing factors of electronic word-of-mouth on mobile health applications. The research model and related hypotheses were verified by linear regression models. We found that electronic word-of-mouth was influenced by electronic health literacy, perceived usefulness, the preference for positive comments, and the preference for physicians with advanced titles. Perceived usefulness partly mediated the relationship between electronic health literacy and electronic word-of-mouth. Furthermore, the preference for consulting physicians with more advanced titles and backgrounds positively moderated the relationship between electronic health literacy and electronic word-of-mouth. The empirical results offer insights on whether and how mobile health service platforms could serve patients better in the digital era.