| [Purpose] Under the background of the vigorous development of Internet and science and technology,internet medical service is booming,but as a new service mode,its development still has some limitations.Through the analysis of “good doctor online”platform data,this study analyzes the influencing factors of doctors’ consultation volume in online medical community,and provides suggestions for good doctor platform,and provides reference for doctors to better meet the needs of patients.[Methods] Through literature research,network survey and multiple linear regression,this paper analyzes the influencing factors of doctors’ consultation volume under the online medical platform.On this basis,information asymmetry theory,online reputation feedback and service quality theory are introduced.This paper constructs a research model from five aspects: doctors’ online attribute,doctor’s contribution value,online reputation feedback,disease risk and service price.The crawler tool was used to collect 4133 pieces of data from the doctor home page under the disease types of diabetes,hypertension,coronary heart disease,lung cancer and liver cancer.After eliminating the invalid values,3105 valid samples were retained.The collected data were translated,interpreted and screened.Spss20.0 was used for descriptive analysis,correlation analysis,multiple linear regression analysis and interpretation of the results.[Results] After processing the data,multiple linear regression analysis was performed.According to the test level of 0.05,the overall regression of the model was effective(P <0.05),with statistical significance.The results showed that the professional degree of TCM students had a significant positive impact on the online consultation volume(β=0.264,P <0.05);the comprehensive recommendation heat of doctors had a significant positive impact on the online consultation volume(β=0.302,P < 0.05);the number of gifts and thank-you letters received by doctors had a significant positive impact on the online consultation volume(β=0.001,P < 0.05);the satisfaction degree of doctors on the online consultation volume was significantly positive(β=0.001,P < 0.05)The results showed that the onlineconsultation volume had a positive impact(β=1.480,P < 0.05);the doctor’s response degree had a significant positive impact on the online consultation volume(β=0.360,P < 0.05);the doctor’s personal professional ability content had a significant positive impact on the online consultation volume(β=0.773,P < 0.05).Disease risk plays a moderating role in the impact of doctors’ contribution value on doctors’ online consultation volume(β=-0.18,P < 0.05).The mediating effect of price has a positive moderating effect on the doctor’s response degree,doctor’s knowledge contribution and whether to show the curative effect satisfaction on the doctor’s online consultation volume(β=0.858,0.197,0.844,respectively,P < 0.05).[Conclusions] Based on the analysis of the research results,the online attributes of doctors,the contribution value of doctors and online reputation feedback have a positive guiding effect on doctors’ consultation volume.It is suggested that the platform should adjust the information displayed on the website,improve the doctor supervision system,and improve the third-party evaluation mechanism,so as to provide convenience for patients in choosing doctors and increase the number of doctors’ consultation. |
PDF Full Text Request