互联网医疗商业模式价值动因的组态效应如何促进价值创造

How Does the Configuration Effect of Value Motivations in Internet Medical Business Model Enable Value Creation?

互联网医疗商业模式是互联网技术应用于医疗领域而产生的,覆盖诊前、诊中、诊后的线上线下一体化医疗服务模式。本文旨在探究互联网医疗商业模式价值动因的组态效应促进价值创造的机理。首先,从商业模式画布和互联网医疗的特征出发,识别出互联网医疗商业模式的功能型价值主张、情感型价值主张、用户参与、资源能力和连接属性5类价值动因;然后,选取58家典型互联网医疗企业作为研究样本,借助模糊集定性比较分析方法(fsQCA),基于组态效应探索价值动因对价值结果的因果关系及机理。研究表明,互联网医疗商业模式的5类价值动因形成资源驱动型、用户运营型和产品组合型3大组态,从资源基础观、互联网经济学、价值共创等传统和新兴理论的整合视角出发,各组态分别以不同的作用机理促进互联网医疗商业模式的价值创造。

The Internet medical business model is an integrated online and offline medical service model,which is generated by the application of Internet technologies in the medical field and covers the pre-diagnosis,in-diagnosis and post-diagnosis.The COVID-19 and the support of national policies have boosted the development of Internet medicine.However,there are still many challenges in its industrial practice,such as the unclear innovation path as well as difficulties in landing and profiting.Academic research has not yet provided sufficient theoretical insights.Therefore,it is necessary to clarify the path and mechanism of value creation for the Internet medical business model,so as to better explain and guide practice.This paper aims to answer the question of how the configurational effects of value motivations in the Internet medical business model enable value creation.By exploring the mechanism of value creation through the configurational effects of value motivations in the Internet medical business model,this paper is expected to open the“black box”of the value creation in the Internet medical business model.Firstly,following the logic of value motivation→value creation→value result,the theoretical framework is constructed.Starting from the business model canvas and the characteristics of the Internet medical treatment,this paper identifies five types of value motivations of the Internet medical business model,namely,functional value proposition,emotional value proposition,user involvement,resource capability,and connection properties.Then,58 typical Internet medical enterprises are selected as research sample,and fuzzy-set qualitative comparative analysis(fsQCA)is adopted to explore the causal relationship and mechanism between value motivations and value results from the perspective of configuration.The findings show that the five types of value motivations of the Internet medical business model form three configurations,namely,resource-driven model,user-operated model,and product combination model.From the perspective of the integration of traditional and emerging theories such as resource-based view,Internet economics,and value co-creation,each configuration improves the value creation results of the Internet medical business model with different mechanisms.The theoretical contributions and innovations of this paper are as follows.First,combined with the components of the business model canvas and the characteristics of Internet medicine,this paper identifies the value motivations of the Internet medical business model,thus improving the relevant research on Internet medicine.Although existing literature involves cross-border research in the fields of health economics,strategic management,innovation,and entrepreneurship,it mainly focuses on the Internet medical policy,phenomenon,and efficacy,and is deficient in combing the business model and corresponding business logic behind.This paper puts forward five types of value motivations,namely,functional value proposition,emotional value proposition,user involvement,resource capability,and connection properties,which act as a powerful supplement to literature in the field of Internet medical service model innovation.Second,based on the configurational effects,this paper discusses the mechanism of the impact of value motivations in the Internet medical business model on value creation,thus expanding relevant research on the value creation of the business model.Existing literature mostly discusses the“independent net effect”of different value motivations affecting value creation from the perspective of segmentation,and lacks attention to the configuration of multiple value motivations as well as their complex causal mechanisms.This paper integrates emerging and traditional theories to explore the mechanism of value creation influenced by the configurational effects of value motivations,which is a deepening interpretation of the realization mechanism of business model value creation in the new context.Third,applying fsQCA,and combining the advantages of qualitative research and quantitative research,this paper constructs different configurations of the value motivations of the Internet medical business model to achieve high value creation results,that is,the driving mechanisms of the five types of value motivations to produce high value creation results include resource-driven model,user-operated model,and product combination model.By taking into account the theoretical and practical significance,relevant research on Internet healthcare and business model value creation is further enriched.