医生线上-线下服务评价对患者在线问诊选择的影响研究

The Impacts of Online-Offline Doctor Service Evaluation on Patients’ Online Consultation Choice

以中国领先的在线健康社区为研究对象,基于信号理论,同时探索医生线上和线下服务评价(包括评论数量和在线评分)对患者在线问诊选择的直接影响和协同作用,并研究医生职称的调节效应。采用固定效应方法对实证模型进行估计,研究表明:(1)线上和线下服务的评论数量与在线评分对患者在线问诊选择均有正向影响;(2)线上和线下服务的评论数量(或在线评分)在影响患者在线问诊选择方面存在负向协同关系;(3)医生职称负向调节线下服务评价的影响,正向调节线上服务评论数量的影响,而对线上服务在线评分的影响无调节作用。

This study collects data from a Chinese leading online health community. Based on the signal theory, the direct effects and their synergistic effect of doctors’ online service and offline service evaluation(including the number of reviews and online rating) on patients’ online consultation choices are explored, and the moderating effect of doctors’ professional titles is also investigated. The fixed effects method is used to estimate the empirical model and the results show that: First of all, the number of online and offline service reviews and online rating have positive impacts on patients’ online consultation choices;Secondly, the number of reviews(or online rating) of online and offline service evaluation have negative synergistic effects in influencing patients’ online consultation choices;Finally, doctor’s title negatively moderates the effect of offline service evaluation, positively moderate the effect of the number of online service reviews, but has no moderating effect on the impact of online service rating.