【摘要】 [目的/意义]在线健康社区医生文本帖子、语音文章、视频文章、头像等多模态信息对患者用户决策行为的影响机制仍然需要进一步研究。[方法/过程]本文以好大夫在线网站的医生与患者数据为基础，融合平台中医生语音、视频、头像等多模态信息进行研究，探讨多模态数据驱动下医生与患者在线平台交互的机制。[结果/结论]医生发布的各类多模态信息对其态度、服务和治疗水平的评价具有正向影响，提升患者对医生的好感和付费意愿，也拉近了医生与患者之间的关系。更多还原

【Abstract】 [Purpose/Significance]The impact of multimodal information such as textual posts, voice and video articles from doctors in the communities on users’ behaviors still needs further investigation.[Method/Process]This paper took the Haodf website’s user behavior data as a basis to study the characteristics of multimodal data-driven interaction between doctors and patients online with the fusion of text, voice and video articles.[Result/Conclusion]The doctor’s multimodal information has positive correlations with the evaluation of doctor’s attitudes, services and treatment levels, enhances favorable impression and willing of paying services from patients, and bridges closer relationships between doctors and patients.更多还原