在线医疗平台中推荐热度的中介效应分析

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。

Analyze to mediating effects of recommended popularity in online medical platform

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.