基于社会资本理论的在线医疗社区医生知识贡献行为动因研究  

Research on the Behavior Motivation of Doctors' Knowledge Contribution in Online Medical Community Based on Social Capital Theory

作　　者：付少雄 朱梦蝶 郑德俊[1] 邓胜利[2] Fu Shaoxiong;Zhu Mengdie;Zheng Dejun;Deng Shengli(College of Information Management,Nanjing Agricultural University,Jiangsu,210095;Center for the Studies of Information Resources,Wuhan University,Hubei,43007)

机构地区：[1]南京农业大学信息管理学院,江苏210095 [2]武汉大学信息资源研究中心,湖北430072

出　　处：《情报资料工作》2022年第3期67-74,共8页Information and Documentation Services

基　　金：江苏省社会科学基金项目“行为风险视角下短视频平台虚假健康信息治理机制研究”(项目编号:21TQC007);江苏高校哲学社会科学研究一般项目“基于UGC大数据挖掘的社交媒体服务质量模型构建研究”(项目编号:2021SJA0046);2021年江苏省双创博士项目(项目编号:JSSCBS20210268)的研究成果。

摘　　要：[目的/意义]在新型冠状病毒肺炎疫情防控常态化的新形势下,更多公众由线下转向在线医疗社区进行日常问诊咨询与健康管理等。通过分析在线医疗社区医生知识贡献行为动因,以期为在线医疗社区专业用户健康信息服务优化提供借鉴。[方法/过程]以好大夫在线为例,通过二手数据抓取,基于社会资本理论将结构资本(用户中心度)、认知资本(领域专业度)、关系资本(人际互惠)、个人动机(用户声誉)进行在线医疗社区内的情景化,以厘清医生知识贡献行为动因。[结果/结论]对于结构资本,用户中心度未能显著影响医生知识贡献行为;对于认知资本与个人动机,领域专业度与用户声誉既会正面影响也会负面影响医生知识贡献行为,取决于医生具体的知识贡献行为类型;对于关系资本,人际互惠是解释医生知识贡献行为的关键动因;结构资本、认知资本、关系资本与个人动机间的交互作用显著影响医生知识贡献行为。[Purpose/significance]Under the new situation of the normalization of COVID-19 epidemic prevention and control,more people are shifting from offline to online medical communities for daily consultation and health management.By analyzing driving factors of knowledge contribution behavior of doctors in online medical communities,this paper aims to provide references for the optimization of health information services for professional medical users in online medical communities.[Method/process]This paper took HaoDf as an example and crawled second-hand data for data analysis.To clarify the driving factors of knowledge contribution behavior of doctors in online medical communities,this paper contextualized structural capital(centrality),cognitive capital(tenure in the field),relational capital(interpersonal reciprocity),and individual motivations(reputation)in online medical communities based on social capital theory.[Result/conclusion]For structural capital,user centrality does not affect doctors’knowledge contribution behavior significantly.For cognitive capital and individual motivations,tenure in the field and user reputation will both positively and negatively affect doctors’knowledge contribution behavior,depending on doctors’specific type of knowledge contribution behavior.For relational capital,interpersonal reciprocity is the key driver for explaining doctors’knowledge contribution behavior.The interactive effects between structural capital,cognitive capital,relational capital,and individual motivations all affect doctors’knowledge contribution behavior significantly.

关 键 词：社会资本理论 在线医疗社区 医生知识贡献行为 驱动因素 交互作用 

分 类 号：R-05[医药卫生] G252[文化科学—图书馆学]