Why do I rate? - Shedding light on the factors influencing the participation on physician rating websites

Abstract

Nowadays it is possible for consumers to exchange consumption experiences with everybody on the internet. For almost every product or service people form communities or visit dedicated rating websites to exchange information. Concerning medical treatment services, physician ratings have emerged as a field of interest for both patients and physicians. However, little is known about why people even spend time and effort to rate their physician. We conducted a study in which we asked patients about their intention to use physician rating websites, building on the social exchange theory. The results suggest that the main motivations to rate are to help other patients finding the right doctor or trying to influence the doctor for better treatment in the future.