The Impact Of Incentive Mechanism On Doctors' Emotion Of Communication In Online Health Community

The shortage and the uneven distribution of high quality medical resources in the traditional medical industry have caused the patients to be troubled by "difficult medical treatment and expensive fees",which greatly hinders the patients from curing the disease in time.Under the support of Web 2.0 and Health 2.0,the online health community,which is produced by the Internet and the traditional medical industry,provides new ways and solutions to solve the imbalance of the growing medical needs and the lack of medical resources.Online health community can break through the limitation of time and space and provides a more convenient platform for patients and doctors to communicate.But in China,this new kind of health community platform is still in the stage of growth,and there are many problems inevitably.There still need more empirical researches to make clear that how to improve the activity of doctors and patients through using incentive mechanisms,reduce communication contradictions and information asymmetry between doctors and patients and increase the trust of doctors and patients.In addition,at present,there are few scholars have studied the text content in the online health community to explore the emotional changes and influencing factors of the doctors and patients communications.The research on the interests of the doctors and patients and the ways of communication needs to be strengthened.Therefore,the research about the influence of incentive mechanism on the emotional polarity of doctors of the communication between doctors and patients in online health community which this paper has studied has very important theoretical and practical significances.This paper takes the Haodf online health community as the research platform,chooses three chronic diseases of hypertension,diabetes and hepatitis B as the research diseases,crawls the text contents of doctor-patient communications and the patient's thank-you letters,and discusses the influence of incentive mechanism on the emotional polarity of doctors of the communication between doctors and patients through the empirical research and the text analysis.The second chapter introduces the research status at home and abroad and related theories,which provides a theoretical basis for the hypotheses and model establishment in third chapter.The third chapter puts forward the hypotheses and constructs the theoretical model according to the characteristics of the platform and the theories in the foregoing.The fourth chapter describes the process of data processing,carries out the model evaluation and explains the evaluation results.In the fifth chapter,we make word frequency analysis and thematic analysis to the patients' thank-you letters through text analysis methods.The results of this paper reveal the impact of different incentive mechanisms on the emotional polarity of a doctor's subsequent responses,as well as the needs and expectations of patients on the ability and attitude of doctors.The results of the empirical study show that external incentives and internal incentives have significant positive effects on the emotional polarity of doctors'subsequent responses;There are differences in the communication behavior between doctors who treat different diseases;The offline position of doctors has a significant positive impact on the emotional polarity of doctors' subsequent responses.Based on the statistics of word frequency of thank-you letters,it is found that the most important thing for patients to choose doctors is doctors' medical skills,followed by whether doctors have patience.The results of the thematic analysis of the thank-you letters show that the themes of the thank-you letters can be divided into four topics,such as objective evaluation,emotional expression,disease related words and operation related words.The results of this paper provide guiding significances for promoting harmonious communication and reducing conflicts between doctors and patients in online health community.At the same time,it prompts the platform to allocate medical resources more reasonably and provide personalized incentives for different users to increase the activity level of users.