价值共创视角下在线医疗社区医生群组划分与特征分析

Analysis of Online Medical Community Physician Group Division and Characteristic from Perspective of Value Co-Creation

[目的/意义]立足价值共创视角划分医生群组能够有效揭示不同医生群组知识服务的价值共创水平,为医生群体的细分管理和社区可持续发展提供支撑。[方法/过程]本文首先基于价值共创理论构建医生群组特征体系,再通过网络爬虫获取好大夫在线平台21946个医生样本数据,接着利用聚类算法划分医生群组,最后分析不同医生群组的特征差异。[结果/结论]结果显示,医生可划分为5种类型:高价值共创型医生、一般价值共创型医生、低价值共创型医生、高价值共创潜力型医生和价值共毁型医生,不同类型的医生在价值共创水平、知识服务表现、个体特征和疾病类别分布上存在显著差异。本文研究结果拓展了在线社区知识服务和用户研究的理论体系,有助于促进医患双方价值共创和社区可持续发展。

[Purpose/Significance]Based on the perspective of value co-creation,the division of physicians into groups could effectively portray the value co-creation level of knowledge services of different physician groups,and provide support for the segmentation management of physician groups and the sustainable development of online medical communities.[Method/Process]In this paper,firstly,based on the theory of value co-creation,the study constructed the physician group feature system through theoretical combing.Further,21946 physician samples of website haodf.com were obtained through web crawler.Then,used the clustering algorithm to divide the samples into groups.Finally,analyzed the feature differences of different physician groups.[Result/Conclusion]The results show that physicians could be classified into five groups:high-value co-creative physicians,general value co-creative physicians,low-value co-creative physicians,high value co-creation potential physicians and value co-destructive physicians,and physicians of different value co-creative types have significant differences in value co-creation level,knowledge service performance,individual characteristics and disease category distribution.The results of this paper extend the theoretical system of knowledge service and information user research in online communities and help to promote value co-creation between physicians and patients and sustainable community development.