基于扎根理论的用户生成在线医评信息的影响因素研究

Influencing Factors of User-generated Online Physician Ratings Information:An Exploratory Study Based on Ground Theory

[目的/意义]在线医评信息对构建互联网医疗信任十分重要,但目前医评网站中医生人均评论十分有限。因此,探索用户生成在线医评信息的影响因素有利于促进互联网医疗的发展。[方法/过程]对34位健康信息用户进行半结构化访谈,基于扎根理论对资料进行开放性编码、主轴编码和选择性编码。[结果/结论]通过分析得到45个初始概念、15个范畴及对应的用户认知、用户个体特征、医疗环境和医生特征4个主范畴,在此基础上构建了用户生成在线医评信息的影响因素模型,并从医疗政策、医疗服务提供者、网络医疗平台和网络用户4个方面提出相应的激励对策。研究结果对在线医评信息生成的影响因素提供了理论支持,对促进在线医评信息的生成提供了对策和思路。

[Purpose/Significance]Online physician review information is important to build consumers'trust toward Internet medicine.However,reviews published by per physician are limited on physician rating websites.Therefore,exploring the factors that influence users to generate online physician review is critical to promote the development of Internet medical service.[Method/Process]Based on the ground theory,the paper conducted a semi-structured interview with 34 health information users.The collected data was analyzed through open coding,axial coding and selective coding process.[Results/Conclusion]In this study,the paper identified 45 initial concepts,15 categories and corresponding 4 main categories,namely user recognition,users'personal characteristics,medical policy environment and physician characteristics.On this basis,a conceptual model on generating online physician reviews has been proposed,and corresponding incentive strategies also have been put forward.The findings would provide theoretical contribution for research of online physician rating behavior,and yield some implication for the development of online physician rating websites.