| The public’s longing for a better life is usually accompanied by increasing health needs,but the current level of economic development in the country limits the ability of the public to obtain high-quality hospitals nearby.How to integrate the nation’s highquality medical capabilities and relieve the pressure of offline medical services under the current social development stage is an urgent problem to be solved.The development of mobile Internet technology,especially the rise of various online health communities,provides a new supplementary means to alleviate the problem of uneven distribution of medical resources and insufficient amount of medical resources in my country.The online health community under the social media environment is a new form of service.With the high penetration and extensive coverage of the daily life of the public through social media,it can provide more convenient health information services than traditional online health platforms.The public can select the suitable consultation object through the doctor’s display information.However,for the audience,the quality of health information in the context of social media is uneven,causing some interference to the public’s choice.For content producers,doctors also look forward to enhancing their influence through social networks and obtaining more benefits.Therefore,studying the impact of the services provided by doctors in social networks and the network location of doctors on doctors’ financial returns can help promote the healthy development of the online health community(OHC).In this study,we selected five main variables such as information support,emotional support,network structure characteristics,Weibo influence,and text length of the doctor’s microblog text,and explored the impact from the perspective of the online service attributes provided by the doctor and the audience through the social network.This article firstly summarizes the factors that will affect the doctor’s return in the existing articles through literature research,and puts forward the research hypothesis of this article in combination with the community background of "Doc.wenwo.com".The information support in the doctor text was calculated using a dictionary-based method.The emotional support in the doctor text was calculated in two ways,based on the emotion dictionary and the machine-learning algorithm.Further,doctors’ career attention network generate variables such as the number of peer followers and the network centrality,which introduce the relevant concepts of social network analysis into this model.The doctor’s influence is calculated based on the interaction between the doctor and the public.At last,the length of text is calculated based on the number of real words or punctuation.On this basis,a multiple regression model was established and a robustness test was conducted.In addition,since the doctors determined the unit price of services by themselves,the amount of services becomes an important factor that affects the final financial return.By constructing an occupation network model,this article explores the factors that influence consultation number.The analysis results show that information support,network structure characteristics and doctors’ influence in Weibo have a significant positive impact on the financial return obtained by doctors,while emotional support and text length have no significant impact on economic benefits.The doctor’s consultation volume does not come from the doctor’s direct followers,but from the indirect followers obtained through the peer network.The conclusion of this study can provide a basis for doctors to carry out online health consultation services on social media,help doctors obtain a stable audience and enhance their attractiveness. |
