Research On Value Co-creation Process And Realization Mechanism Of Sharing Medical Platform

Sharing medical platform can help alleviate social problems such as uneven distribution of medical resources and tensed doctor-patient relationship.However,due to the lack of an effective and sustainable cooperation and win-win model,users in two-sided market are not motivated to participate,so the platform market grows slowly and cannot bring significant economic and social value.Taking the sharing medical platform as the research object,this study integrates the sharing economy,value co-creation,and credence goods theory to the common research framework.This research follows the logic of "behavior,subject and role,interaction,value co-creation,value dimension,value realization" to construct the value cocreation process model of sharing medical platform,and analyzes the impact of multi-sided interaction behavior on the sales volume of sharing medical consulting products,so as to expound the influence path and mechanism of multi-sided interaction behavior on the value realization of credence goods.The existing literature has already focused on value co-creation and sharing medical platform respectively,however,they only considered the perspective of single-sided behavior or doctor-patient interaction and stayed at the level of value dimension,failing to study the value realization mechanism from multi-sided interaction.In addition,the sharing medical consulting products belong to credence goods,and the relative literature is lacking.In order to supplement the above studies,the paradigm of Chinese indigenous management theory building based on the ground spirit is used to analyze the collected interview and second-hand data for construct the sharing medical platform value co-creation process model and for illustrate the four value dimensions.Based on the 29,819 pieces of data from "haodf.com" in 2020,a negative binomial regression model is established and the hypothesis tests are performed.The results show that(1)consumers drive suppliers and platform to optimize service levels,the platform guarantees the interests of two-sided market users,suppliers contribute to improving the experience of consumers and to enhancing the reputation of themselves and the platform,and the whole sharing medical platform is embedded in the society,promoting mutual development;(2)the multi-sided subjects co-create informational value,functional value,economic value,and social value through interactions;(3)consumers’ information feedback and economic stimulation behavior,and doctors’ knowledge sharing and quick response behavior positively affect the consulting product sales respectively,and consumers’ behavior is more capable to drive the consulting product value realization compared to professionals’;(4)the platform recommendation behavior negatively moderates the relationship between user interaction behavior and sales volume;and(5)price can play the role of avoiding price wars in value co-creation.Through the model construction and analysis,the theories and their applications in the fields of sharing economy,value co-creation and credence goods are supplemented and enriched from the aspects of value co-creation and realization,multi-sided interaction behavior,and product price,which is conducive to formulating strategies to push the value co-creation of two-sided users,and to providing practical implications for the platform enterprise to achieve optimal performance,and to promoting the maximum realization of co-created value eventually.