How to Self-Disclose? The Impact of Patients’ Linguistic Features on Doctors’ Service Quality in Online Health Communities

In online medical consultations, patients convey their medical condition through self-disclosure, and the linguistic features of this disclosure, as signals, may significantly impact doctors’ diagnostic behavior and service quality. Based on signaling theory, this paper collects consultation data from a large online medical platform in China, employs text mining and classification techniques to extract relevant variables, and applies econometric models to empirically examine the effect of patients’ self-disclosure linguistic features on the quality of online medical services. The results indicate that the completeness and readability of patients’ self-disclosure have a significant positive impact on the quality of doctors’ services, while the expertise and positive sentiment of the disclosure have a significant negative effect. From the perspective of signaling theory, this study reveals the mechanism through which patients’ self-disclosure linguistic features influence doctors’ online consultation behavior, providing an important theoretical foundation for promoting online doctor–patient interaction and enhancing patient well-being.