| The rapid development and extensive application of network technology has led to the rapid development of online medical services.Online medical platform provides medical help for users through constructing a communication bridge between the doctor and the patient,which is beneficial to relieve the outpatient pressure of the hospital and accelerate the establishment of a personal doctor brand.Online consultation,appointment,and report after consultation are the main service modes of the current online medical platform.With the rapid development of online medical services,how to evaluate the utility of online medical platforms and prompt users to complete the conversion of online to offline services remains to be studied.To this end,data crawled on a typical online medical platform in China is used to construct an empirical model and study the factors and pathways that affect the utility of online medical services.Firstly,the concept of online medical platform is defined,its service model and related research are explored,the relevant theories based on the research of the thesis are introduced,and a theoretical foundation for the design of the model and the hypothesis is laid.Secondly,two variables are recommended to represent service utility: the number of appointments and patients reported after the consultation,an empirical model is constructed for the research on the influencing factors of online medical platform service utility,considering the regulatory role of disease risk and the intermediary role of service prices.Furthermore,crawler technology is used to obtain data from "good doctor online",a typical online medical platform in China,and the empirical model is tested and verified by the least square method.The following conclusions are drawn: ?1 Professional degree?response ability and business capability content are the main factors in the doctor's online properties which influencing the service number of deals.Doctor's online service properties and user feedback have significant and different effects on different kinds of service.?2 The regulation effect of disease risk on service utility: the higher the risk of disease,the more sensitive the user online evaluation is to the service utility.?3 The service price plays an intermediary role in the influence of doctors' online properties and online evaluation on service utility.?4 The main factors affecting the doctor's appointment rate are the degree of professionalism and the area,and the main factors influencing the doctor's report rate are the degree of response and user evaluation.In combination with the above conclusions,relevant management suggestions on how to improve the service utility of online medical platform are proposed. |
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