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Online health question‐and‐answer consultation with physicians is becoming a common phenomenon. However, it is unclear how users identify the most satisfying reply. Based on the dual‐process theory of knowledge adoption, we developed a conceptual model and empirical method to study which factors influence adoption of a reply. We extracted 6 variables for argument quality (Ease of understanding, Relevance, Completeness, Objectivity, Timeliness, Structure) and 4 for source credibility (Physician's online experience, Physician's offline expertise, Hospital location, Hospital level). The empirical results indicate that both central and peripheral routes affect user's adoption of a response. Physician's offline expertise negatively affects user's adoption decision, while physician's online experience positively affects it; this effect is positively moderated by user involvement.
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Zhang et al. (2019) studied this question.
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