| The online health community is an in-depth exploration of the "Internet +" health model,which breaks the dilemma of asymmetry of doctor-patient information and helps equal interaction between doctors and patients.At present,the online health community platform has accumulated a large amount of user traffic.However,how to effectively capture the core needs of users,improve the symbolic value of doctors in the community,"stick" to users and prevent users from drifting has become an extremely urgent reality for the online health community.At the same time,the existing studies on social value creation in online health communities seldom pay attention to the interaction between user capital,so it is impossible to further explore the generation mechanism of doctor symbol value from the relational perspective.Therefore,it is important to explore how to open the black box of physician symbol value release process based on relational perspective.Bourdieu pointed out that the introduction of a relational perspective can effectively analyze social phenomena,break through the limitations of individual research and structural research,pay attention to the relationship process between interacting individuals in social situations,and further explore the practical logic behind behavior.This research focuses on online health communities with doctor-patient interaction as the research object.It sorts out and analyzes the relevant literature on the value creation of users in existing online health communities.With the help of Bourdieu’s social practice theory,it constructs the symbolic value generation mechanism of doctors in online health communities under the framework of "social practical behavior--actor’s generative strategy--behavioral outcome".On this basis,the research hypothesis was proposed and the related variable measurement scale was designed.The data of "Good Doctor" online health community was obtained through Python,and the validity analysis and structural equation model of the valid data obtained was carried out by using Smart PLS3.0 statistical analysis tool.The empirical results show that doctors’ social support has a significant positive impact on doctors’ cultural capital and doctors’ social capital;Doctors’ cultural capital has a significant positive effect on doctors’ economic capital,and doctors’ social capital has a significant positive effect on doctors’ economic capital.Cultural capital plays an intermediary role in the influence of social support on economic capital,and social capital plays a intermediary role in the influence of social support on economic capital.Social capital,cultural capital and economic capital play an intermediary role in the influence of social support on symbol value.According to the final research conclusion,this article proposes specific management suggestions from the perspective of enhancing the enthusiasm of symbol participation behavior,realizing the visualization of platform cultural symbols,setting up effective community symbol incentive mechanism,and improving the ability of platform doctors to distinguish.Based on relational perspective,this research provides a new idea for the study of user value creation in online health communities.The research results will help companies better manage and operate online health communities. |
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