| 在线医疗社区患者择医行为影响因素研究 |
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| 引用本文： | 陆泉,李易时,陈静,李保萍.在线医疗社区患者择医行为影响因素研究[J].图书情报工作,2019,63(8):87-95. |
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| 作者姓名： | 陆泉 李易时 陈静 李保萍 |
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| 作者单位： | 1. 武汉大学信息管理学院, 武汉 430072;
2. 华中师范大学信息管理学院, 武汉 430072 |
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| 基金项目： | 本文系教育部人文社会科学重点研究基地重大项目"大数据资源的挖掘与服务研究——面向医疗健康领域"（项目编号：17JJD870002）研究成果之一。 |
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| 摘 要： | 目的/意义]在线医疗社区作为新型医患互动的医疗服务平台,其中的咨询服务是社区吸引用户的重要功能,而付费咨询也是社区赢利的关键模块。了解付费咨询时患者择医行为的信息需求与影响因素,能够更好地改善医生的服务、提升社区活力。方法/过程]基于消费者信任理论和消费者感知理论,同时考虑在线社区的研究背景,创新地加入价格和从众心理的作用,建立在线医疗社区患者择医行为的影响模型,并以好大夫在线为例,爬取网站数据进行回归分析,以验证变量之间的因果关联。结果/结论]实证分析证实医生的线下声誉、线上口碑、服务质量、贡献价值、热度以及价格等因素对患者择医行为的影响,且患者线上择医行为也表现出与传统线下择医的差异。研究结果可为医生改进服务和平台社区促活增收提供参考建议。
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| 关 键 词： | 在线医疗社区 择医行为 影响因素 消费者信任 消费者感知 |
| 收稿时间： | 2018-08-01 |
| 修稿时间： | 2018-12-21 |
Study on the Influencing Factors of the Patient's Selection of Doctors in Online Health Care Community |
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| Lu Quan,Li Yishi,Chen Jing,Li Baoping.Study on the Influencing Factors of the Patient's Selection of Doctors in Online Health Care Community[J].Library and Information Service,2019,63(8):87-95. |
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| Authors: | Lu Quan Li Yishi Chen Jing Li Baoping |
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| Institution: | 1. School of Information Management, Wuhan University, Wuhan 430072;
2. School of Information Management, Central China Normal University, Wuhan 430072 |
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| Abstract: | Purpose/significance] Online health care community is an emerging online platform for doctors and patients to communicate, of which the payment consulting service is an important module to attract users and make profits. To understand the information needs and influencing factors of patients' choosing behavior in paying consultation, is helpful to improve the service of doctors and enhance the vitality of the community.Method/process] Based on the theory of consumer trust and the theory of consumer perception, as well as considering the effect of price and herd psychology, this study established the model of influencing the behaviors of patients' choices in the community. And a regression analysis of good doctor online website data was made.Result/conclusion] Online comments for doctors, service quality, contribution value, external attention and price is verified. And there is a difference between the traditional line selection and traditional medicine. The results can provide reference for doctors to improve their services and for communities to promote income. |
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| Keywords: | online medical community medical choice behavior influencing factors consumer trust consumer perception |
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