A Study On The Factors Affecting The Pricing Of Internet Medical

With the development of economy and the continuous improvement of people’s living standard, the demand of medical resources is becoming high and high. However, the medical resources in our country are serious shortage, and how allocate medical resources effectively need to be solved. Online Healthcare Community (OHC) provides effective ways to solve the problem. Users can get online diagnosis, treatment advice of medical services or health advice from professional medical personnel with the help of network.It is difficult to avoid the disadvantages of OHCs-Asymmetric Information. Different from the traditional way of communication for doctors and patients, they come from different regions with different online time. So it is hard to communicate with each other face to face. Meanwhile, physicians have more information on the quality of services than patients, and patients are unable to effectively monitor the quality and technical level of medical services that exist in many uncertainties. In this paper, we introduce the credibility, signal and incentive mechanism to solve the above problems. In OHCs, patients can easily access to the doctor’s personal information, praise rate and service price and other information, to provide for their own judgment on whether or not to accept the medical service, and reduce the risk of information as a weak side. Therefore, the research on how doctor effort, reputation and service price affect the consultation quantity and amount is very significant.This paper studies the relationship between online reputation, effort, service price and the amount of information from three perspectives:(1) the impact of information on medical consultation, (2) the influence of doctors’ online effort on the medical service platform, (3) the role of service prices in OHCs.In this paper, we firstly established the research model of online reputation, effort, service price, and proposed the corresponding research hypotheses. Then, the research data were analyzed. The results reveal the online reputation, hard work and service price of online medical service platform.The results of this study show that the online reputation and efforts of doctors have a significant impact on the amount of medical consultation, and the relationship between the price of the service and the influence of the effort to the amount of counseling has a significant positive effect on the economic benefits of the doctors. This paper aims to explore the effectiveness of online reputation, hard work and service price of online medical community. The research results provide a theoretical basis and methods for the future research on online medical service. This paper provides a suggestion on how to effectively participate in online medical community.