Research On Patients' Purchasing Behavior Of Online Medical Consultation Service

The era of payment for knowledge has come.In the medical field,patients can obtain high-quality online medical consulting services through payment,doctors can obtain income and reputation through providing high-quality online services,and the rapid growth of demand and supply has promoted the vigorous development of online medical consulting services market.Online medical consultation service has the advantage of being free from time and space constraints,but it has disadvantages such as low efficiency of information transmission and difficulty in realizing medical examination.Patients are faced with the choice of online and offline medical consultation services.At the same time,due to its trustworthiness,there is a serious information asymmetry between doctors and patients in the online medical consultation service.The online medical consultation platform provides patients with a lot of information for them to identify the quality of doctors' services and further make service purchase decisions.It is of great theoretical and practical significance for the development of online medical consultation service to understand the influencing mechanism of online medical consultation service patients' purchasing behavior.Based on theories related to consumer behavior and guided by social behavioral research paradigm,this study explored issues related to patients' behaviors of purchasing online medical consulting services based on the sales data of online medical consulting services on the supply side.Firstly,it discusses how to choose between online and offline medical consultation services.Both online and offline medical consultation can provide patients with disease-related diagnosis and treatment services.This paper will analyze the influence of the increase in the price of offline outpatient consultation service on patients' purchase behavior of online medical consultation service,and explore the purchase decision of patients' online and offline medical consultation service.Based on the fact that the cost of offline consultation service is increased due to the replacement of registered consultation fee by medical service fee in Beijing,the natural experiment design is realized.The trend value matching analysis and the dual difference model are adopted to identify the influence of the increase in the price of offline outpatient consultation service on patients' purchase of online consultation service.The empirical results show that the price increase of offline outpatient consultation service increases the sales volume of online paid medical consultation service,increases the sales volume of local online paid medical consultation service,and decreases the sales volume of out-of-town online paid medical consultation service.Secondly,this paper proposes an online medical consultation service based on the patient's perceived service quality,and carries out empirical verification.Online medical consulting services for patients to purchase decision problem,consider the online medical consulting services of trust in product attributes and characteristics of online delivery service,based on the doctor reputation,service,price,service,information,service,speed and other service quality,and introduce service level,the disease risk of competition and market two variables as the moderator variable,medical consulting services online consumer purchasing behavior influence model is established,and further explores the service quality of the signal online medical consulting services the influence of the amount paid on the patients.The empirical results show that doctor reputation,service price and service response speed have positive effects on the purchase behavior of service patients,while service information has negative effects.Finally,the paper explores the influence of service quality cues on patients' continuous purchase behavior of online medical consultation services.Aiming at the decision of repeated purchase of patients' online medical consultation service,this paper further explores the influence of the above service quality signals on the service purchase behavior of patients who first and repeatedly buy from online and offline channels.The results showed that with the increase of online consultation experience,the influence of service information and service response speed on patients' purchasing behavior increased,while the influence of doctors' reputation and service price on patients' purchasing behavior decreased.Online patients rely more on a doctor's reputation and expect a high level of information.This study extends the research on information processing in the process of consumer service purchasing to the field of online medical consultation service.The results of this study provide empirical references for doctors to develop online consulting services and increase service sales and income.It provides empirical evidence for the matching of doctor-patient services and the service design of the online medical consultation platform.In order to improve the efficiency of medical service system,relevant policy formulation provides empirical support.