Convergent or not? The effect of linguistic convergence on the effectiveness of online physician-patient communication

Purpose: The purpose of this study is to investigate whether the convergence of linguistic features between physicians and patients with chronic diseases facilitates the effectiveness of physician–patient communication in online health communities (OHCs). Drawing on communication accommodation theory (CAT), the authors develop a research model that illustrates how the convergence of semantic features (language concreteness and emotional intensity) and stylistic features (language style) influence patient satisfaction and compliance. The model also incorporates the moderating effects of the physician's social status and the patients' complications. Design/methodology/approach: The data, collected from a prominent online health platform in China, include 15,448 consultation records over five years. The logistic regression is leveraged to test the hypotheses. Findings: The findings reveal that convergent semantic features, such as language concreteness and emotional intensity, along with stylistic features like language style, enhance patient satisfaction, which in turn leads to increased compliance. Additionally, the physician’s social status strengthens the effect of convergent emotional intensity but weakens the effect of convergent language concreteness. The physician’s social status has no significant impact on the link between convergent language style and satisfaction. Patients' complications weaken the effect of satisfaction on their compliance. Originality/value: This study contributes to the CAT and OHC literature by enhancing the understanding of the role of linguistic convergence in the effectiveness of online physician–patient communication and provides managerial implications for physicians on how to accommodate their communicative styles toward chronic patients to improve patient satisfaction and compliance.