| With the development of the Internet technology and improvement of people’s living standards, the medical resources, which is essential to life has began to shift from offline to online. China’s medical resources have been not only in the shortage of high-quality one, but not balanced distribution. So the emergence of the Internet provides a new way for the effective and efficient allocation. Different with the traditional medical ways, online medical breakthrough the barriers of time and space, gathering the doctors all over the country to offer service for the patients who seek treatment by the new way. However in China, although the online medical sites grow fast in the five years, how to make doctors contribute to the site and participate effectively and provide better services for patients remains to be studied. Online medical websites offer a lot of feedback mechanisms to help patients choose their doctors more accurate and to stimulate the doctors. However the impact of these feedback mechanisms is also not clear. Therefore the study on factors on doctors’ contribution behavior is of great practical significance.In this paper, we choose Hao DF website as the object and doctors on diabetes, coronary heart disease and breast carcinoma, which are all chronic disease to study the factors influencing doctors’ online contribution behavior. Through collecting the panel data from December 2014 to April 2015 and then providing the corresponding hypotheses, this paper establishes a multiple regression equation to do the empirical research. The results of this study reveal the influence of different behavior of patients on doctors’ online contribution behavior, as well as the behavioral differences among the doctors treating different diseases.Results of this study indicate that the added value of presents, the difference value between the doctor and other doctors mean contribution value, the number of patients diagnosed online, the cumulative number of patient group have a significant positive effect on doctors’ online reply. While the cumulative value of the doctor home visits has a significant negative effect. And patients’ feedback has no significant impact on doctors publishing articles. Theoretically, the results of this study provid some theoretical basis and methodological point for future research of online healthcare. In practice, this paper make a tracking study on the incentive mechanism and interaction between doctors and patients based on the data. It can then make recommendations to improve the quality of doctors’ service so that more patients will have convenient, timely, and effective medical services on the online health community. |
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