亲社会行为对基于网络的医疗保健社区电子咨询的影响:小组数据分析
Xiaoxiao Liu1,2, Huijing Guo3, Le Wang4
1School of Management, Xi'an Jiaotong University, Xi'an, China.
Journal of medical Internet research
|April 25, 2024
概括
医生从事亲社会行为,如主动和反应性行动,增加电子咨询量. 然而,线下标题和数字建议可以缓解这种影响,影响患者参与在线医疗社区的参与.
科学领域:
- 数字健康数字健康
- 医疗保健管理的管理
- 在线消费者行为 在线消费者行为
背景情况:
- 患者从一个庞大的数字市场中选择电子咨询提供商.
- 医生利用亲社会行为 (主动和反应性行为) 来吸引在线健康社区的用户.
- 这些行为对电子咨询量的影响需要进一步调查.
研究的目的:
- 检查医生的亲社会行为如何影响电子咨询量.
- 分析医生的数字和线下声誉对这种关系的调节作用.
主要方法:
- 利用22个月的2880名来自中国主要网络医疗保健社区的医生面板数据集.
- 采用双向固定效应模型,分析具有强大的集群标准错误.
- 通过使用替代测量和估计方法进行了可靠性检查.
主要成果:
- 积极的和反应性的亲社会行为都与增加的电子咨询量有正相关.
- 线下专业头负面调节了主动行为和电子咨询量之间的联系.
- 数字推显著缓解了主动和反应性行为和电子咨询量之间的关系.
结论:
- 亲社会行为,分为主动和反应性行为,显然增加了电子咨询量.
- 医生的数字和线下声誉在亲社会行为的有效性中起着重要的调节作用.
- 研究结果基于功能动机理论和社会交换理论.
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