在线医疗平台中医生跨平台使用偏好影响因素研究

Factors Affecting Doctors’Multi-Homing Usage Preference Towards Online Medical Platforms

基于大五人格模型和激励理论,关注医生在多个在线医疗平台中的跨平台使用行为,使用医生保有量最大的两家在线问诊平台数据,实证研究3种平台引流能力对医生跨平台使用偏好的影响以及医生个体特征的调节效应。研究表明:平台引流给医生较低的患者多样性和较高的患者集中程度会激励医生增加在本平台的问诊使用偏好,而平台引流给医生的患者数量和医生的问诊使用偏好之间存在先平后降的二次关系;此外,医生的不同性格和专业地位会对平台引流患者的多样性、集中程度及数量与医生的问诊使用偏好之间的关系产生不同的调节作用。

Based on the Big Five model and motivation theory,this study focuses on the multihoming usage behavior of doctors in multiple online medical platforms,using data from the two online consultation platforms with the largest number of doctors,and empirically studies the influence of inbounding capacity of the three platforms on doctors’multihoming usage preference and the moderating effects of individual characteristics of doctors.The results showed that lower patient diversity and higher patient concentration of the platform inbounding encouraged doctors to increase their preference for consultation on the platform.There was a quadratic relationship between the number of patients treated by platform inbounding and doctors’preference for consultation,which first flattened and then decreased.In addition,the different personality and professional status of doctors have different moderating effects on the relationship between the diversity of patients with platform inbounding,the concentration degree of patients with platform inbounding,the number of patients with platform inbounding and doctors’preference for consultation.