在线医疗平台中医生回报的影响因素研究

Research on Influencing Factors of Doctor Return in Online Medical Platform

在线医疗平台可持续发展依赖于医生的参与,但在医患交互中医生如何获益的相关研究仍是有限的。基于社会交换理论构建医生回报的机制框架,抓取、筛选国内某在线医疗平台相关数据,采用多元回归模型探讨不同医生专业资本(医生描述性信息、医生决策能力)与医生回报的作用机制及感知价值的中介效应。研究结果表明:医生描述性信息和决策能力对医生回报具有显著影响,并证实了感知价值在医生决策能力和医生回报关系中起中介作用,即对于不同医生群体患者感知价值对医生回报产生直接影响。

The sustainable development of online medical platforms depends on the participation of doctors, but relevant studies on how doctors benefit from doctor-patient interaction are still limited. Based on the theory of social exchange, this paper constructs a mechanism framework of doctor’s return, captures and screens the relevant data of a domestic online medical platform, and uses multiple regression models to explore the mechanism of action between different doctors’ professional capital (doctors’ descriptive information, doctors’ decision-making ability) and doctor’s return and the mediating effect of perceived value. The results showed that doctors’ descriptive information and decision-making ability had a significant impact on doctors’ returns, and confirmed that perceived value played an intermediary role in the relationship between doctors’ decision-making ability and doctors’ returns, that is, perceived value of patients with different groups of doctors had a direct impact on doctors’ returns.