在线医疗社区医生的参与行为特征分析

Characteristics of participation and behavior of doctors in online health care community

目的 探究在线医疗社区医生用户群体结构,识别各类医生用户的参与行为特征,为提升在线社区医疗的服务质量提供依据。方法 以“好大夫在线”平台的医生用户数据为研究对象,在特征分析的基础上采用改进的k-prototypes算法对医生用户群体进行聚类分析。结果 通过特征分析,将医生用户划分为4类,包括成长型用户、边缘服务型用户、头部流量用户和潜在头部用户,并为各类用户提出了精细化管理策略。结论 针对在线医疗社区医生的参与行为进行分析可为提高在线医疗社区医生的实践价值和服务能力提供有力的决策支撑。

Objective To explore the group structure of doctor users in an online health care community, identify the participation and behavior characteristics of different doctor users, and provide evidence for improving the service quality of online health care community. Methods With doctor users on the Haodaifu Online(haodf.com) as the subjects, and the modifled k-prototypes algorithm was used to perform cluster analysis on the doctor user groups based on characteristics analysis. Results According to the results of characteristics analysis, the doctor users were classifled into four categories, including growing users, edge service-providing users, toptier users, and potential top-tier users. Reflned management strategies were proposed for each type of user. Conclusion Our flndings may offer strong decision support for improving the practical value and service ability of doctors in online medical community.