摘要
为了探究在线医疗平台医生知识贡献行为的影响因素,以MOA(motivationopportunity-ability)理论为基础,建立了能力、动机以及机会三个维度的医生在线知识贡献行为研究模型。以好大夫在线为例,通过对其开源数据进行实证分析,验证理论模型。结果发现,医生职业水平未能显著影响医生在线知识贡献行为,而外在动机和平台推荐则对医生的在线知识贡献行为具有显著的正向影响。研究结论为医生在线知识贡献行为的改善提供了理论依据,同时也为在线医疗平台服务的运营提供了管理启示。
To explore the influencing factors of doctors'knowledge contribution behavior on online medical platforms,based on the MOA(motivation-opportunity-ability)model theory,a research model of doctors'online knowledge contribution behavior with three dimensions of ability,motivation and opportunity was established.Taking Good Doctor Online as an example,the theoretical model is verified through empirical analysis of its open-source data.The results found that doctors'professional level failed to significantly affect doctors'online knowledge contribution behavior,while extrinsic motivation and platform recommendations had a significant positive impact on doctors'online knowledge contribution behavior.The research provides a theoretical basis for improving doctors'online knowledge contribution behavior and provides management inspiration for the operation of online medical platform services.
作者
李妍
张建同
LI Yan;ZHANG Jiantong(School of Economics and Management,Tongji University,Shanghai 200092,China)
出处
《上海管理科学》
2024年第2期94-100,共7页
Shanghai Management Science
关键词
在线医疗平台
医生知识贡献行为
MOA理论
回归分析
online medical platform
doctors'knowledge contribution behavior
MOA theory
regression analysis
