在线医疗社区患者择医行为:平台认证和信息浏览行为的影响机制  

Patients'Behavior of Selecting Physicians in Online Healthcare Communities:Influence Mechanism of Platform Certification and Information Browsing Behavior

作　　者：雷丽彩[1] 陈新雨 LEI Licai;CHEN Xinyu(Business School,Xiangtan University,Xiangtan 411105,China;School of Management and Engineering,Nanjing University,Nanjing 210093,China)

机构地区：[1]湘潭大学商学院,湖南湘潭411105 [2]南京大学工程管理学院,南京210093

出　　处：《管理科学》2023年第5期71-84,共14页Journal of Management Science

基　　金：国家自然科学基金(72171207);湖南省自然科学基金(2023JJ30601)。

摘　　要：随着移动互联网的快速发展和《“健康中国2030”规划纲要》正式实施,越来越多医患聚集在虚拟空间进行互动形成在线医疗社区。但患者往往由于信息不对称而无法精准判断医生水平,产生逆向选择行为。基于认证机制,整合声誉理论、信号理论和信息浏览行为理论的相关研究,从患者择医行为内在动机出发,探讨平台认证对患者择医行为的影响,同时研究信息浏览行为的中介作用以及医生口碑在平台认证与患者择医行为之间的调节作用。采用2015年至2020年好大夫在线平台数据作为研究样本,对上述问题进行实证分析。研究结果表明,平台认证对患者择医行为具有显著的正向作用,平台认证能有效促进患者的信息浏览行为和择医行为,且患者信息浏览行为发挥中介效应,即平台认证也能够促进患者信息浏览行为,从而影响患者择医行为,医生口碑在平台认证与患者择医行为之间具有负向调节作用。本研究拓展了在线医疗患者择医行为的内在机制,探讨平台认证对患者在线择医的影响,考虑了患者信息浏览行为的中介效应和医生声誉的调节作用。研究结果丰富了患者择医行为的相关研究,对医生和平台提升服务质量、患者择医都具有实践启示意义。With the rapid development of the mobile internet and implementation of the Healthy China 2030 Plan,more and more users are participating in the online healthcare communities to seek health services.However,patients are often unable to accurately judge the level of physicians due to information asymmetry,thus generating adverse selection behavior.Drawing on the certification mechanism,integrate reputation theory,signal theory and information browsing behavior,explore the impact of certification on patient's selection of physicians.Meanwhile,it also studies the mediating role of the information browsing behavior and the moderating effect of physician reputation between certification and patient's selection of physicians.Using Good Doctor Online as the research object,the data of Good Doctor Online platform from 2015 to 2020 was used as a research sample for empirical analysis.The empirical results show that the patients more willing to choose the certified physicians;Meanwhile,the certification can also increase information browsing behavior of patients,thereby further promoting patient's selection.Physician reputation has a negativemoderating effect.This study expands the intrinsic mechanism of patients'behavior of selecting physicians,explores the influence of certification on patient's selection of physicians,and considers the mediation effect of patient information browsing behavior and the moderating effect of the physician reputation.The study findings enrich the body of knowledge concerning patients'behavior of selecting physicians,offering insights for both physicians and platforms to enhance service quality and guiding patients'behavior of selecting process.

关 键 词：在线医疗社区 患者择医行为 平台认证 信息浏览行为 医生口碑 

分 类 号：F713.36[经济管理—产业经济]