双渠道诊疗模式下基层医生在线服务溢出效应实证研究

An Empirical Study on the Spillover Effects of Online Services Provided by Primary Doctors Under the Dual-channel Mode

[目的/意义]在传统诊疗模式中,基层医生诊疗实践以及接触复杂患者的机会较少,自身服务水平难以提升。在线健康社区作为线下医疗服务的补充,为基层医生提高线下服务水平提供了新平台,因此有必要研究基层医生的线上服务对其线下医疗服务质量的影响。[研究设计/方法]基于溢出效应理论,以“好大夫在线”健康社区中的基层医生为研究对象,构建基于在线健康社区的在线服务(付费健康知识共享和免费健康知识共享)对线下医疗服务质量影响的实证模型,并收集数据进行实证验证。[结论/发现]基层医生通过在线健康社区中的付费与免费健康知识共享活动有助于提升其线下医疗服务质量;基层医生的线下资历与在线声誉均正向调节线上服务与线下医疗服务质量之间的关系。[创新/价值]丰富了溢出效应理论以及在线健康社区为基层医疗机构赋能的相关研究;结合我国当前分级诊疗政策的推进,为进一步提升基层医疗卫生机构的服务能力提供实践建议。

[Purpose/Significance]In the traditional mode of diagnosis and treatment,the primary doctors have little chance to practice diagnosis and treatment and contact the complicated patients,so their service level is difficult to improve.Online Health Communities(OHCs),as a supplement of offline medical services,provides a new platform for the primary doctors to improve their offline service quality.Therefore,it is necessary to study the impact of online services of primary doctors on their offline medical service quality.[Design/Methodology]Based on the Spillover Effect theory,this study draws on the primary doctors of"Good Doctor Online"as the research participants and constructs a theoretical model to explore how online services(paid-knowledge sharing and free-knowledge sharing)influence offline service quality.[Findings/conclusion]The research findings show that paid-sharing and free-sharing activities inonline health communities can improve the quality of primary doctors'offline services.Both offline title and online reputation of primary doctors positively moderate the relationship between online service and offline service quality.[Originality/Value]Our study enriches the current research on spillover effect in healthcare field and the empowerment of online health communities for primary medical institutions.Combined with the implementation of the hierarchical diagnosis and treatment policy in China,it also provides practical implications for improving the service capabilities of primary medical and health institutions.