Research On Online Healthcare Community Incentive Mechanism's Influence On Users' Participation

With the rapid development of online health communities,users won a lot of values when they participate in online health communities,including health value,emotional support,etc.But now online healthcare communities are faced with a problem of low degree of user interaction engagement,seriously influencing the sustainable development of the online health communities.The issue is related with a lot of factors such as privacy concern,cost value,and the incentive system.In view of that users participation in online health community is not strong,and that community effectiveness is poor,this paper studies how intensity of incentive mechanism of online healthcare communities impact on users' participation,so as to improve the current situation.Through observing incentive measures of these existing online communities(Baidu encyclopedia,ChunYu YiSheng,Zhihu,etc.),as well as literature reading,this paper summarizes the existing incentive methods of online community,and then divide these methods into three levels,respectively,identity incentive method(I),rights incentive method(R),and material reward incentive method(M).Based on the theory of perceived value theory,this paper studies what factors affect users to participate in the online community,and we propose that these are user's entertainment value,health value,social value and self-achievement value,and community identification.Following the path of "incentive mechanism intensity-perceived value-interactive participation",this paper sets up a theoretical model of the level of incentive mechanism'impact on users' participation in online health community,from the point of view of the user value,to study what kind of degree of incentive system can better motivate users to participate in online health communities,to improve users' loyalty and users' passion,and how this path is formed.In this paper,we enhance the strength of the incentive through superposition of these incentive strategies,namely Identity Incentive Method(I),Identity and Rights Incentive Method(IR),and Identity,Rights,and Material Reward Incentive Method(IRM),thus to deepen the theoretical basis of the level of incentive intensity.This paper analyses the theoretical model through the laboratory experiment method,that is,how users,five main values of using online healthcare community:entertainment value,health value,social value,self-achievement value,and community identification to impact on users' loyalty and users' passion of online healthcare community.In addition,this paper studies if there is a significant difference among users' five main values in the condition of three levels of incentive mechanism strength using the experimental way between groups.At the same time,this paper studies the moderating effect of self-motivation ability on how the level of incentive mechanism strength influence user perceived values.All these studies are aimed to provide guidance and advice for better development of the online health community.Conclusions of the empirical analysis in this paper is as follow:(1)The intensity of incentive mechanism has a significant positive effect on users'entertainment value,social value,self-achievement value,and community identification.However,the intensity of incentive mechanism has no significant positive impact on users'health value.(2)Entertainment value,self-achievement value,and community identification have significant positive effects on user loyalty.(3)Social values,self-achievement value,and community identification have significant positive impact on user passion.(4)As the intensity of incentive mechanism user feel strengths,there is a significant difference in users' perceived values,namely,entertainment value,social value and self-achievement,and community identification,in particular,under the condition of Identity Incentive Method(I),and Identity,Rights,and Material Reward Incentive Method(IRM).But there is no significant difference on users' health value under the three levels of incentive mechanism.Meanwhile,we can clearly find,as the level of incentive mechanism(LIM)strengths,these users;five perceived values all get higher.(5)Self-motivation ability has a significant positive effect on the relationship between the strength of incentive mechanism and users'health value.That is,for users whose self-motivation ability is high,the intensity of incentive mechanism effects on users' health value more significantly.However,self-motivation ability has no significant positive moderating effect on the relationship between the strength of incentive mechanism and users' entertainment value,social value,self-achievement value,and community identification.