The Influence Of Physician Self Value Information On Users’ Decision Making In Online Medical Platform

With the growing demand for medical resources and the rapid development of information technology,online medicine has achieved vigorous development in China in recent years.Online health care can improve the allocation efficiency of medical resources,help solve the problems of large medical gap and uneven geographical distribution of medical resources and reduce medical costs in China.With the promotion of market demand and policy encouragement,various types of online health communities and platforms have emerged.They continue to attract users by improving their own functions and optimizing services,so as to facilitate people’s medical treatment and improve the efficiency of medical consultation.Especially,various online health communities and platforms have played an important role in coping with COVID-19.They become powerful medical tools to deal with emergencies,which is of great significance to the improvement of China’s medical cause and the development of healthy China.Due to the variety of online health platforms and the different types of information sources and services,and the particularity of medical services,there is a significant information asymmetry between patients and doctors.For the vast majority of users,they need to choose the right doctor with the help of various information on the platform.Therefore,the information in the online health platform,especially the information provided by doctors has a huge impact on patients’ decision-making,which is not only related to the efficiency of diagnosis and treatment of both doctors and patients,but also related to whether patients can choose the right doctors to the greatest extent,and whether medical resources can be properly used in the most important places.At present,many scholars have studied the reputation evaluation of doctors and users’ decision-making through some information of online health platform(such as scoring,flower donation,price,comments,etc.).However,the information is not the user’s evaluation information of the doctor in the process of using the service,but the text information of the doctor’s self-worth in the online platform.At present,there are few researches on the relationship between some information in online health platform and patients’ decision-making from the perspective of doctors’ self-worth.The research problems of this paper are:(1)how does the descriptive information of doctors affect users’ decision-making(2)how does the knowledge contribution of doctors affect users’ decision-making?In view of the above,this paper takes the good-doctor online platform as the research object.For research question 1,from the perspective of text information,this paper studies and analyzes the impact of doctors’ self-worth information on users’ decision-making.First of all,after the preliminary data processing,1824 doctors’ personal descriptive information was randomly selected to process the text data manually.Then,this paper makes descriptive statistical analysis and regression analysis on the data.The empirical results show that doctors’ descriptive information will have impacts on patients’ decision-making,mainly in the following aspects.First of all,the number of characteristic variables in the personal descriptive information submitted by doctors with different professional titles is different.The higher the professional title,the more characteristic variables the doctor contains.Second,the number of characteristic variables has no significant effect on the cumulative number of patients and the recommended heat,which indicates that patients pay more attention to the effectiveness and pertinence of information than how much information doctors provide in the process of choosing doctors.Third,the impact of different characteristic variables on user decision-making is different.Work experience,clinical effect and academic part-time job have a positive impact on the cumulative number of patients,academic part-time job and honor award have a positive impact on recommendation popularity,while other variables have no significant impact.For research question 2,the number of personal articles of 1001 doctors was randomly selected to study the possible impact on patients’ decision-making.Then,this paper makes regression analysis on the data.The empirical results show that the number of articles published by doctors is positively correlated with patients’ decision-making,especially the articles written by doctors themselves.Further analysis of different risk diseases shows that the above conclusions are still applicable.The above shows that in the Good-Doctor online platform,the information of doctors’ self-worth can convey the signal that doctors are responsible and reliable,enhance patients’ sense of trust to a certain extent,and have a positive impact on patients’ decision-making.The main contributions of this paper are as follows.First,from the perspective of doctors’ Self-worth,rather than the perspective of users,this paper makes an empirical analysis on the relationship between the descriptive information submitted by doctors and the number of published articles and patients’ decision-making,and explores the relationship between doctors’ Self-worth and patients’ decision-making.Second,from different dimensions to determine the direction of the choice of subjective characteristic variables,using the method of sociological qualitative analysis,combined with the relevant literature and the promotion and assessment standards of Chinese doctors,this paper determines the direction of the choice of subjective characteristic variables,following the overall level of doctors’ medical skills,the level of educational research and the social influence of doctors.After artificial text language processing and testing,this paper further subdivides the variables into eight characteristic variables:work experience,clinical effect,medical ethics,academic level,exchange experience,educational background,academic part-time job,honor and reward.The research content is more detailed and comprehensive.Third,this paper starts from the research of text-based data in online health platform,which provides a broader research vision,and can provide inspiration for the effective allocation of scarce medical resources to a wider range of people.Fourth,the results of this study can be applied to the practice of online medical.This will help to avoid the annihilation of high-quality medical resources,optimize the function and long-term development of online health platform,and promote the improvement and development of China’s medical and health undertakings.There are still some limitations in this paper.First,due to the platform differences,the conclusion may not be fully applicable to other online health platforms.Second,this paper only analyzes the impact of the number of articles published by doctors on patients’decision-making,without further research and analysis.In the future,we will do more and more in-depth research on the related content of doctors’ Self-worth realization in different online health platforms.