LAUSR

ABSTRACT China is facing the problem of having health care that is difficult to access. Online patient–provider communication (OPPC) may bring a new option to deliver health services. However, online communication with doctors is still novel to many people in China. Little research has been conducted to examine how OPPC could improve health outcomes. With an integrated model that incorporates social cognitive theory into the three-stage model of health promotion using interactive media, this study tested the social mechanism underlying the impact of OPPC. Results indicated that self-efficacy, behavioral capability, and outcome expectation positively predicted OPPC at Stage 1, which in turn increased patient satisfaction at Stage 2, which finally improved three types of health outcomes (general, emotional, and physical) at Stage 3. In addition, quality of users’ experience in OPPC positively moderated this mediation pathway. Theoretical and practical implications of this study were also discussed.