在线医疗社区患者择医行为影响因素研究
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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。
[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.
[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.
引文
[1] 李琪,阮燕雅.信誉、消费者保障机制和在线评论对网上消费者首次购买意愿的影响研究[J].经济经纬,2014,31(4):98-103.
[2] 姜锦虎,陈智武,任杰锋.C2C环境下感知信誉对购买意愿影响的实证研究[J].软科学,2011,25(6):130-134.
[3] BAUER R A.Consumer behavior as risk taking,dynamic marketing for a changing world[C]//Proceedings of the 43rd conference of the American Marketing Association.Chicago:American Marketing Association,1960:389-398.
[4] STEYN L J,MAWELA T.A trust-based e-commerce decision-making model for South African citizens[C]//Conference of the South African institute of computer scientists and information technologists.New York:ACM,2016:42.
[5] UELAND ?,GUNNLAUGSDOTTIR H,HOLM F,et al.State of the art in benefit-risk analysis:consumer perception[J].Food & chemical toxicology an international journal published for the British industrial biological research association,2012,50(1):67-76.
[6] MURRAY K B,SCHLACTER J L.The impact of services versus goods on consumers’ assessment of perceived risk and variability[J].Journal of the Academy of Marketing Science,1990,18(1):51-65.
[7] 刘江,朱庆华,吴克文,等.网购用户从众行为影响因素实证研究[J].图书情报工作,2012,56(12):138-143,147.
[8] BECKER S A.Seeking online health resources:a study of web usability for older adults [M].New York:ACM,2005.
[9] CHUANG K Y,YANG C C.Helping you to help me:Exploring supportive interaction in online health community[J].Proceedings of the American Society for Information Science & Technology,2011,47(1):1-10.
[10] CLINE R J W,HAYNES K M.Consumer health information seeking on the internet:the state of the art[J].Health education research,2001,16(6):671-692.
[11] COLLEEN Y.Community management that works:how to build and sustain a thriving online health community[J].Journal of medical Internet research,2013,15(6):e119.
[12] DEREK R.Features and benefits of online counselling:Trinity College online mental health community[J].British journal of guidance & counselling,2009,37(3):231-242.
[13] FAN H,LEDERMAN R,SMITH S P,et al.How trust is formed in online health communities:a process perspective[J].Communications of the association for information systems,2014,34(1):531-560.
[14] FREEMAN K S,SPYRIDAKIS J H.An examination of factors that affect the credibility of online health information[J].Technical communication,2004,51(2):239-263.
[15] FROST J H,MASSAGLI M P.Social uses of personal health information within Patients Like Me,an online patient community:what can happen when patients have access to one another’s data [J].Journal of medical Internet research,2008,10(3):e15.
[16] GUMMERUS J,LILJANDER V,PURA M,et al.Customer loyalty to content-based Web sites:the case of an online health-care service[J].Journal of services marketing,2004,18(3):175-186.
[17] LUO W,CHUNG Q B.Retailer reputation and online pricing strategy[J].Data processor for better business education,2010,50(4):50-56.
[18] MALONEY-KRICHMAR D,PREECE J.A multilevel analysis of sociability,usability,and community dynamics in an online health community[J].ACM Transactions on computer-human interaction (TOCHI),2005,12(2):201-232.
[19] SILLENCE E,BRIGGS P,HARRIS P R,et al.How do patients evaluate and make use of online health information?[J].Social science & medicine,2007,64(9):1853-1862.
[20] WANG L,WANG J,WANG M,et al.Using internet search engines to obtain medical information:a comparative study[J].Journal of medical Internet research,2012,14(3):e74.
[21] 曾奕侨,吴红,卢乃吉.患者在线评论行为影响因素的实证研究-以挂号网为例[J].智慧健康,2017,3(22):12-17,39.
[22] 邓朝华,洪紫映.在线医疗健康服务医患信任影响因素实证研究[J].管理科学,2017,30(1):43-52.
[23] 刘娟,郑君君,吴江.在线医疗网站患者选择医生的影响因素实证研究[J].医学信息学杂志,2017,38(5):48-51.
[24] 吴江,周露莎.网络健康信息服务用户购买决策的影响因素研究[J].情报学报,2017,36(10):1058-1065.
[25] 金立印.网络口碑信息对消费者购买决策的影响:一个实验研究[J].经济管理,2007(22):36-42.
[26] 陈晓红,曾平.移动购物评价对消费者购买意愿影响的实验研究[J].经济与管理研究,2016,37(6):122-129.
[2] 姜锦虎,陈智武,任杰锋.C2C环境下感知信誉对购买意愿影响的实证研究[J].软科学,2011,25(6):130-134.
[3] BAUER R A.Consumer behavior as risk taking,dynamic marketing for a changing world[C]//Proceedings of the 43rd conference of the American Marketing Association.Chicago:American Marketing Association,1960:389-398.
[4] STEYN L J,MAWELA T.A trust-based e-commerce decision-making model for South African citizens[C]//Conference of the South African institute of computer scientists and information technologists.New York:ACM,2016:42.
[5] UELAND ?,GUNNLAUGSDOTTIR H,HOLM F,et al.State of the art in benefit-risk analysis:consumer perception[J].Food & chemical toxicology an international journal published for the British industrial biological research association,2012,50(1):67-76.
[6] MURRAY K B,SCHLACTER J L.The impact of services versus goods on consumers’ assessment of perceived risk and variability[J].Journal of the Academy of Marketing Science,1990,18(1):51-65.
[7] 刘江,朱庆华,吴克文,等.网购用户从众行为影响因素实证研究[J].图书情报工作,2012,56(12):138-143,147.
[8] BECKER S A.Seeking online health resources:a study of web usability for older adults [M].New York:ACM,2005.
[9] CHUANG K Y,YANG C C.Helping you to help me:Exploring supportive interaction in online health community[J].Proceedings of the American Society for Information Science & Technology,2011,47(1):1-10.
[10] CLINE R J W,HAYNES K M.Consumer health information seeking on the internet:the state of the art[J].Health education research,2001,16(6):671-692.
[11] COLLEEN Y.Community management that works:how to build and sustain a thriving online health community[J].Journal of medical Internet research,2013,15(6):e119.
[12] DEREK R.Features and benefits of online counselling:Trinity College online mental health community[J].British journal of guidance & counselling,2009,37(3):231-242.
[13] FAN H,LEDERMAN R,SMITH S P,et al.How trust is formed in online health communities:a process perspective[J].Communications of the association for information systems,2014,34(1):531-560.
[14] FREEMAN K S,SPYRIDAKIS J H.An examination of factors that affect the credibility of online health information[J].Technical communication,2004,51(2):239-263.
[15] FROST J H,MASSAGLI M P.Social uses of personal health information within Patients Like Me,an online patient community:what can happen when patients have access to one another’s data [J].Journal of medical Internet research,2008,10(3):e15.
[16] GUMMERUS J,LILJANDER V,PURA M,et al.Customer loyalty to content-based Web sites:the case of an online health-care service[J].Journal of services marketing,2004,18(3):175-186.
[17] LUO W,CHUNG Q B.Retailer reputation and online pricing strategy[J].Data processor for better business education,2010,50(4):50-56.
[18] MALONEY-KRICHMAR D,PREECE J.A multilevel analysis of sociability,usability,and community dynamics in an online health community[J].ACM Transactions on computer-human interaction (TOCHI),2005,12(2):201-232.
[19] SILLENCE E,BRIGGS P,HARRIS P R,et al.How do patients evaluate and make use of online health information?[J].Social science & medicine,2007,64(9):1853-1862.
[20] WANG L,WANG J,WANG M,et al.Using internet search engines to obtain medical information:a comparative study[J].Journal of medical Internet research,2012,14(3):e74.
[21] 曾奕侨,吴红,卢乃吉.患者在线评论行为影响因素的实证研究-以挂号网为例[J].智慧健康,2017,3(22):12-17,39.
[22] 邓朝华,洪紫映.在线医疗健康服务医患信任影响因素实证研究[J].管理科学,2017,30(1):43-52.
[23] 刘娟,郑君君,吴江.在线医疗网站患者选择医生的影响因素实证研究[J].医学信息学杂志,2017,38(5):48-51.
[24] 吴江,周露莎.网络健康信息服务用户购买决策的影响因素研究[J].情报学报,2017,36(10):1058-1065.
[25] 金立印.网络口碑信息对消费者购买决策的影响:一个实验研究[J].经济管理,2007(22):36-42.
[26] 陈晓红,曾平.移动购物评价对消费者购买意愿影响的实验研究[J].经济与管理研究,2016,37(6):122-129.