摘要
在线医疗平台中患者的在线择医行为受到医生自身诸多特征的影响,而医生团队服务模式的出现,为患者提供另一种衡量医生能力的途径.从信号理论与前景理论视角出发,基于在线医疗平台中11152名医生的基本信息与服务数据,提出并检验患者择医行为影响因素模型.结果表明,医生的线上声誉,如平台等级、活跃度和患者反馈数对于患者选择有着积极影响,而医生线下声誉中仅职称影响显著.加入医生团队会增强线上与线下声誉对于择医的影响.实践中,年轻医师可以加入在线团队,借助团队的力量来扩大自己的影响力,吸引更多患者,提高绩效.
Patients’online selection behavior in online medical platforms is influenced by many characteristics of doctors themselves,and the emergence of doctor team service model provides an alternative way for patients to measure doctors’ability.Based on the basic information and service data of 11,152 physicians in online medical platforms from the perspective of signal theory and prospect theory,we propose and test a model of factors influencing patients’medical selection behavior.The results show that doctors’online reputation,such as platform level,activity and patient feedback,has a positive effect on patients’selection,while only title has a significant effect among doctors’offline reputation,and joining a team enhances the effect of online and offline reputation on selection.In practice,young doctors can join online teams to expand their influence,attract more patients,and improve their performance by leveraging the power of the team.
作者
邓朝华
邓子豪
樊国睿
DENG Zhaohua;DENG Zihao;FAN Guorui
出处
《信息技术与管理应用》
2023年第2期94-106,共13页
Information Technology and Management Application
基金
国家自然科学基金“智能互联环境下全流程诊疗服务价值创造模型与优化研究”(71971092)。
关键词
在线医生团队
患者择医
信号理论
前景理论
Online Doctor Team
Patient Selection
Signaling Theory
Prospect Theory
