移动医疗产品互联网市场的声誉机制  

Reputation Mechanism of the Internet Market for Mobile Medical Products

作　　者：梁馨月 张贵[1] 王泽宇 宋正刚 LIANG Xinyue;ZHANG Gui;WANG Zeyu;SONG Zhenggang(School of Economics and Management,Hebei University of Technology,Tianjin 300401,China;Institute of Economics,Chinese Academy of Social Sciences,Beijing 100836,China;School of Management,Tianjin University of Traditional Chinese Medicine,Tianjin 300193,China)

机构地区：[1]河北工业大学经济与管理学院,天津300401 [2]中国社会科学院经济研究所,北京100836 [3]天津中医药大学管理学院,天津300193

出　　处：《经济与管理》2020年第3期86-92,共7页Economy and Management

基　　金：天津市哲学社会科学规划项目(TJGL17-004)。

摘　　要：移动医疗平台快速发展,但由于存在信息不对称的情况,消费者面临逆向选择风险。声誉机制能够显著降低信息不对称的程度和逆向选择风险。基于信号理论,利用PHP技术对移动医疗平台进行数据挖掘和分析,实证分析声誉形成和影响机制。研究表明:移动医疗平台医师的网络行为正向影响自我声誉评价及绩效水平;而医师声誉并未受医院级别和医院所在地区经济发展水平等外部因素影响;医师声誉的评价与其绩效水平显著正相关,并在医师网络行为与其绩效水平之间发挥中介效应。基于此,在线医疗平台应对在线声誉系统的设计进行持续完善,保持其对医师绩效的激励作用;相关管理部门也应适当放宽平台审核要求,充分发挥声誉机制形成的市场化网络作用,促进移动医疗平台行业的发展。Mobile healthcare platforms are growing rapidly,but consumers are at risk of reverse selection due to information asymmetry.Reputation mechanisms can significantly reduce the extent of information asymmetry and the risk of reverse selection.Based on signal theory,we use PHP technology to conduct data mining and analysis of mobile medical platform,and empirically analyze the mechanism of reputation formation and influence.The study shows that:the network behavior of physicians in the mobile health platform positively affects the self-reputation evaluation and performance level;physician reputation is not affected by external factors such as the level of hospital and the level of economic development in the hospital area;the evaluation of physician reputation is significantly positively correlated with their performance level and mediates the effect between physician network behavior and their performance level.Based on this,the online medical platform should continuously improve the design of the online reputation system to maintain its incentive effect on physician performance;relevant management departments should also appropriately relax the platform audit requirements and give full play to the market-oriented network formed by the reputation mechanism to promote the development of the mobile medical platform industry.

关 键 词：移动医疗平台 声誉机制 信号理论 

分 类 号：F275.5[经济管理—企业管理]