Consumers’ growing reliance on the web information when choosing physicians has drawn attention to the need for more research into online physician ratings. This study conducted an experimental design to explore the roles of trust in different stages and three key online rating characteristics, including overall numerical ratings (high or general), review volume (high or low), and a comparison of the effect rating and attitude rating (higher or lower effect rating than attitude rating), in influencing health consumers’ choices. Results suggested that the overall numerical rating and review volume were significantly and positively correlated with the physician selection intention. Perceived physician trustworthiness completely mediated the effect of the review volume on consumer intentions, while initial trust in online physician ratings produced a moderating effect. The comparison of sub-dimension rating scores induces consumers’ regulatory focus and further moderated the relationship between overall rating score and consumers’ selection intentions, as well as the relationship between perceived physician trustworthiness and consumers’ selection intentions. Implications, limitations and future research directions are also discussed.

消费者在选择医生时越来越依赖网络信息，这引起了人们对在线医生评级进行更多研究的需求。这项研究进行了一项实验设计，以探索信任在不同阶段的作用以及三个关键的在线评分特征，包括总体数字评分（高或一般），评论量（高或低）以及效果评分和态度评分的比较（效果评分高于或低于态度评分），影响健康消费者的选择。结果表明，总体数字评分和评论量与医生的选择意愿显着正相关。医师的可信赖度完全介导了评论量对消费者意图的影响，而最初对在线医师评分的信任产生了调节作用。次维度评级得分的比较引起了消费者对监管的关注，并进一步缓和了整体评级得分与消费者选择意图之间的关系，以及知觉的医生可信度与消费者选择意图之间的关系。涵义，局限性和未来的研究方向也进行了讨论。