医生自我披露与患者获取在数字健康市场中的关系:跨部门研究
Quanchen Liu1, Pengqing Yin1, Jing Fan1
1International Business School, Beijing Foreign Studies University, Beijing, China.
Journal of medical Internet research
|January 29, 2026
概括
医生可以通过在线扩大和深化自我披露来战略性地增加患者的访问. 数字医疗保健水平 (DHL) 放大了这一效应,强调披露作为一个关键的患者获取策略.
科学领域:
- 数字健康数字健康
- 医疗保健服务研究 医疗服务研究
- 在线消费者行为 在线消费者行为
背景情况:
- 在线医疗平台充当医生为患者竞争的市场.
- 现有的研究往往忽视了医生自我披露的战略作用,而是专注于以患者为中心的观点.
- 了解医生如何通过自我披露来积极塑造患者的决策,对于导航数字健康市场至关重要.
研究的目的:
- 调查医生自我披露 (宽度和深度) 和患者决策 (总访问量) 之间的关系.
- 检查区域数字医疗保健水平 (DHL) 对这些关系的调节作用.
主要方法:
- 来自中国Haodf平台的观测数据的横截面分析 (2024年9月至12月).
- 通过内容分析量化衡量自我披露的广度和深度,以及患者的决策 (总访问量).
- 常规最小平方回归和稳定性检查以对1798名医生样本测试假设.
主要成果:
- 医生自我披露的广度和深度与患者访问有显著和积极的关联.
- 披露范围和DHL之间的相互作用是积极和显著的,披露深度和DHL之间的相互作用也是如此.
- DHL显著放大了医生自我披露策略对患者获取的积极影响.
结论:
- 医生可以通过有目的的自我披露来战略性地影响患者的获取宽度和深度.
- 自我披露在数字健康市场中成为一个可行的患者获取机制,由DHL进行调节.
- 研究结果表明,医生应该采用基于证据的披露策略,平台应该提供适应性功能,决策者应该投资于数字基础设施.
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