The impact of doctors' facial attractiveness on users' choices in online health communities: A stereotype content and social role perspective

This study examines the impact of doctors' facial attractiveness on users' choices in online health communities (OHCs). We conducted a field study using a sample of 14,897 doctors registered on a Chinese OHC. The results indicate a significant negative relationship between the facial attractiveness of doctors and the number of visits to their homepage by users. However, this relationship only holds true for male surgeons and female internal medicine doctors, not for female surgeons or male internal medicine doctors. These findings suggest the possible presence of gender-specialty bias in the influence of facial attractiveness on patients' decision-making. To further investigate how facial attractiveness influences users' inclination to choose a particular doctor, we develop our research model drawing upon the stereotype content and social role perspective. Through a laboratory experiment, we found that OHC users' perceptions of doctors' warmth and competence act as mediating factors in the relationship between facial attractiveness and user choice. Additionally, this relationship is influenced by stereotypical gender-specialty fit.