医生在线医疗绩效影响因素研究:信任传递视角

Factors Influencing Doctors'Online Medical Performance:from the Perspective of Trust Transmission

近年来互联网医疗发展迅速,医生在线医疗绩效成为研究热点。本文基于信任源理论和信任传递理论,研究了医生线下评价结果与在线医疗绩效的关系,构建了医生在线医疗绩效影响因素模型,并分析了医生在线声誉的调节作用。通过对互联网医疗平台医生的行为数据分析,检验了医生线下评价结果对在线医疗绩效的影响。研究表明,医生的线下职称越高,在线医疗绩效表现越好,并且医生的在线声誉增强了医生线下职称等级对在线医疗绩效的正向影响。研究结果有利于揭示线下医生职称与在线声誉对在线医疗社区医生参与贡献的影响,有利于对影响在线医疗社区医生在线医疗绩效的因素进行深入析。

In recent years,with the rapid development of online healthcare communities,doctors'online medical performance has become a research hotspot.Based on trust source theory and trust transmission theory,this paper studies the relationship between doctors'offline evaluation results and online medical performance,builds a model of influencing factors of doctors'online medical performance,and analyzes the moderating effect of doctors'online reputation.Through the analysis of the behavioral data of doctors on the online healthcare community,the influence of the offline evaluation results of doctors on their online performance was examined.The research shows that the higher the offline professional title of doctors,the better the online performance,and the online reputation of doctors enhances the positive impact of the offline professional title of doctors on online medical performance.The research results are conducive to revealing the impact of offline doctor titles and online reputation on the participation and contribution of doctors in online medical communities,and are conducive to in-depth analysis of the factors affecting the online medical performance of doctors in online medical communities.