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dc.contributor.authorHinz, Veraen_US
dc.contributor.authorDrevs, Florianen_US
dc.contributor.authorWehner, Jürgenen_US
dc.description.abstractElectronic word of mouth (eWOM) about medical services gains growing popularity from the part of health care users, accompanied with a high reluctance of health care providers towards existing platforms, fearing unqualified, negative reviews driven by motives of vengeance. Purpose of this research is to shed light on the characteristics, content, and motives of eWOM about medical services. Using primary and secondary data of 822 reviews, this study shows that reviews about medical services are positive more often than negative, and that altruistic motives override egoistic motives. Furthermore, why a review is written significantly relates to the review's valence (positive, negative), degree of affectivity, and degree of differentiation. Motives and characteristics also affect the review's content, differentiated in four aspects (medical care, relationships, comfort, and processes). Hence this study counters the arguments of many health care providers and offers new insights in an underresearched field, providing implications for both management and future research.en_US
dc.publisherHamburg Center for Health Economics Hamburgen_US
dc.relation.ispartofserieshche Research Paper, Hamburg Center for Health Economics 2012/05en_US
dc.subject.keywordElectronic word of mouthen_US
dc.subject.keywordonline reviewsen_US
dc.subject.keywordhealth care managementen_US
dc.subject.stwVirales Marketingen_US
dc.titleElectronic word of mouth about medical servicesen_US
dc.typeWorking Paperen_US
Appears in Collections:hche Research Papers, Hamburg Center for Health Economics, Universität Hamburg

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