在线医疗平台中推荐热度的中介效应分析

doi:10.3969/j.issn.1006-7795.2022.03.020

首都医科大学学报 ›› 2022, Vol. 43 ›› Issue (3): 456-462.doi: 10.3969/j.issn.1006-7795.2022.03.020

在线医疗平台中推荐热度的中介效应分析

杨致远¹, 吴宇轩², 乔清瑀³, 刘小丽^4*

1.北京大学医学部2014级,北京 100084;
2.清华大学医学院2019级,北京 100084;
3.北京工商大学商学院2019级,北京 102488;
4.首都医科大学附属北京妇产医院医学工程处,北京 100026

收稿日期:2022-01-06 出版日期:2022-06-21 发布日期:2022-06-01

Analyze to mediating effects of recommended popularity in online medical platform

Yang Zhiyuan¹, Wu Yuxuan², Qiao Qingyu³, Liu Xiaoli^4*

1. Grade 2014, Peking University Health Science Center,Beijing 100084, China;
2. Grade 2019, School of Medicine,Tsinghua University,Beijing 100084, China;
3. Grade 2019, School of Business Beijing Technology and Business University,Beijing 102488, China;
4. Department of Medical Engineering, Beijing Obstetrics and Gynecology Hospital, Capital Medical University, Beijing 100026, China

Received:2022-01-06 Online:2022-06-21 Published:2022-06-01
Contact: *E-mail:18611780617@ccmu.edu.cn

摘要/Abstract

摘要： 目的分析在线问诊中推荐热度对医生职称、医院等级的中介效应。方法通过网络爬虫获取某在线医疗平台问诊数据,采用最优尺度回归,利用中介效应模型分析推荐热度的中介效应。结果在问诊价格中,不论是否考虑医院科室,推荐热度对医生职称有部分中介效应,推荐热度的中介效应对总效应的贡献率为34.2%和35.6%,对医院等级具有遮掩效应。在线问诊量中,不考虑医院科室时,推荐热度对医生职称有完全中介效应;考虑医院科室时,推荐热度有部分中介作用,贡献率为54.1%;而医院等级对问诊量的影响完全被推荐热度替代。在满意度评价中,推荐热度完全替代了医生职称。结论医生在医疗服务中努力提高自己的推荐热度,实现医生和患者两者的双赢。

关键词: 中介效应, 推荐热度, 在线问诊, 最优尺度回归

Abstract: Objective To analyze the mediating effects of recommended popularity on the professional titles of doctor and the tier of hospital in online consultation. Methods The data of an online medical consultation website were collected by web crawler, and the mediating effect model was used to analyze the mediating effect on recommended popularity by using catalog regression. Results Whether or not to consider the hospital department,for the price of consultation, the recommended popularity had a partial mediating effect on the professional title of doctor and a suppression effect on the tier of hospital,the contribution of mediating effects of recommended popularity to the total effect was 34.2% and 35.6%. For the number of online consultations, the recommended popularity had a complete mediating effect on the doctor's professional title if the hospital departments were not considered. When the hospital departments were considered, the recommended popularity had a partial mediating effect on the doctor's professional title,the contribution rate was 54.1%; but the influence of the tier of hospital on the number of consultations was completely replaced by the recommended popularity. For the satisfactory evaluation, the doctor's professional title was completely replaced by the recommended popularity. Conclusion The doctors should try to improve recommended popularity in medical service, in order to reach a win-win situation between doctors and patients.

Key words: mediating effects, recommended popularity, online consultation, CATREG

中图分类号:

R197

杨致远, 吴宇轩, 乔清瑀, 刘小丽. 在线医疗平台中推荐热度的中介效应分析[J]. 首都医科大学学报, 2022, 43(3): 456-462.

Yang Zhiyuan, Wu Yuxuan, Qiao Qingyu, Liu Xiaoli. Analyze to mediating effects of recommended popularity in online medical platform[J]. Journal of Capital Medical University, 2022, 43(3): 456-462.

参考文献

[1] Beales H, Mazis M B, Salop S C, et al. Consumer search and public policy[J]. J Consum Res, 1981, 8(1): 11-22.
[2] 张泽洪. 浙江省患者对医方能力与善意信任状况调查[J]. 医学与社会, 2016, 29(10): 56-59.
[3] 陆泉, 李易时, 陈静, 等. 在线医疗社区患者择医行为影响因素研究[J]. 图书情报工作, 2019, 63(8): 87-95.
[4] 马弘新, 黄秀清. 互联网医疗的医院等级歧视研究[J]. 卫生经济研究, 2017(7): 40-44.
[5] 姜劲, 白闪闪, 王云婷, 等. 线上和线下医疗服务质量对患者线下就医决策的影响[J]. 管理科学, 2020, 33(1): 46-53.
[6] 第一财经·新一线城市研究所. 2020城市商业魅力排行榜[EB/OL]. (2020-06-01)[2020-10-01]. http://www.ttpaihang.com/news/daynews/2020/20060155175.htm.
[7] 温忠麟, 叶宝娟. 中介效应分析: 方法和模型发展[J]. 心理科学进展, 2014, 22(5): 731-745.
[8] 范长煜. 遮掩效应与中介效应: 户籍分割与地方城市政府信任的中间作用机制[J]. 甘肃行政学院学报, 2016(3): 98-110.
[9] 熊丹妮, 夏晨曦, 李燊, 等. 中国在线医疗服务医疗机构及医生的分布与启示[J]. 中国卫生事业管理, 2018, 35(7): 481-484, 506.
[10] Yang H L, Guo X T, Wu T S, et al. Exploring the effects of patient-generated and system-generated information on patients’ online search, evaluation and decision[J]. Electron Commer Res Appl, 2015, 14(3): 192-203.
[11] 李嘉, 唐洁, 蒋玲, 等. 在线健康咨询市场中的价格溢价研究[J]. 管理科学, 2018, 31(1): 15-32.
[12] 曾宇颖, 郭道猛. 基于信任视角的在线健康社区患者择医行为研究——以好大夫在线为例[J]. 情报理论与实践, 2018, 41(9): 96-101, 113.
[13] 姚延波, 陈增祥, 贾玥. 游客对目的地的信任:维度及其作用[J]. 旅游学刊, 2013, 28(4): 48-56.
[14] Zhao X S, Lynch J G, Chen Q M. Reconsidering baron and Kenny: myths and truths about mediation analysis[J]. J Consum Res, 2010, 37(2): 197-206.
[15] 吴江, 周露莎. 网络健康信息服务用户购买决策的影响因素研究[J]. 情报学报, 2017, 36(10): 1058-1065.

在线医疗平台中推荐热度的中介效应分析

Analyze to mediating effects of recommended popularity in online medical platform

PDF

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 2

编辑推荐

Metrics

本文评价

[1]	胡梅, 朱宪, 胡君. 校医院门诊处方存在问题分析与改进措施[J]. 首都医科大学学报, 2013, 34(5): 724-726.
[2]	杜娟;赵艳萍;郭爱民;路孝勤;刘小平;杨珺;赵忠敏. 大兴区黄村镇农村居民社区卫生服务的需求、利用及满意度调查[J]. 首都医科大学学报, 2005, 26(6): 691-694.