在线健康知识社区中医生付费健康知识贡献动机研究:基于推-拉-锚定模型  

Research on the Motivation of Doctors'Paid Knowledge Contribution in Online Health Knowledge Community:Based on Push-pull-anchor Model

作　　者：刘璇[1] 王凯[1] LIU Xuan;WANG Kai(School of Business,East China University of Science and Technology,Shanghai 200237,China)

机构地区：[1]华东理工大学商学院,上海200237

出　　处：《信息系统学报》2025年第1期51-67,共17页China Journal of Information Systems

基　　金：国家自然科学基金面上项目“互联网环境下促进分级诊疗的机理、模式与方法研究”(71971082);“社会化媒体环境下电子健康知识挖掘研究”(71471064);上海市“科技创新行动计划”软科学研究项目“在线医疗社区中医生付费知识活动参与机理及影响研究”(22692110200);“在线健康咨询平台上虚拟医生团队组织创新模式研究”(19692106700)。

摘　　要：在线健康知识社区中医生的知识创作对付费健康知识的发展至关重要。本文采用问卷调研方式,以推-拉-锚定模型为基础,探究医生付费健康知识贡献的影响机理。结果显示,学习收益与物质收益能增强医生付费健康知识贡献意愿,而时间成本则会削弱这一意愿。医生对免费健康知识贡献的不满意度能抑制时间成本对付费健康知识贡献意愿的负面影响。此外,医生的工作经验和付费健康知识贡献经历也会影响其付费健康知识贡献意愿。本文揭示了在线健康知识社区医生付费健康知识贡献的影响机制,对社区提升医生付费健康知识贡献意愿、丰富社区的付费健康知识内容具有一定的实践意义。The knowledge creation of doctors in the online health knowledge community is crucial to the development of paid health knowledge.Based on the push-pull-anchor model,this paper uses a questionnaire survey to explore the influence mechanism of doctors'contribution to paid health knowledge.The results show that learning benefits and material benefits enhance doctors'willingness to contribute paid health knowledge,while time costs weaken this willingness.Doctors'dissatisfaction with free health knowledge contribution can suppress the negative impact of time cost on their willingness to contribute paid health knowledge.In addition,doctors'work experience and paid knowledge contribution experience also affect their willingness to contribute paid health knowledge.This paper reveals the influence mechanism of doctors'contribution to paid health knowledge in online health knowledge community,which has certain practical significance for enhancing doctors'willingness to contribute paid health knowledge and enriching the content of paid health knowledge in community.

关 键 词：在线健康社区 推-拉-锚定模型 付费健康知识 贡献意愿 

分 类 号：C931.2[经济管理—管理学]