在线医疗中医生努力与声誉对新增患者数的影响研究

本研究探索医生及同事在线努力和声誉对医生新患者数的影响,基于面板负二项回归方法对2008—2016年好大夫在线数据进行分析。其中,在线努力程度包括医生文本回复字数与回复及时性,在线声誉包括物质评价(礼物金额)与非物质评价(感谢信),医生获取新增患者数分为免费咨询新患者数和付费咨询新患者数。研究表明,医生及其同事的努力和声誉对新患者数有显著影响,同事指标同时起着显著调节作用;医生和同事之间同时存在竞争与合作关系。

The impact of doctor's efforts and reputation on the number of new patients in online health community

The aim of this paper is to study the impact of doctor and colleague''s online efforts and reputation on the number of new patients, by analyzing the online data of haidaifu website in 2008-2016 based on panel negative binomial regression method. The doctors'' degree of online effort includes the number of words and their timeliness of their reply. Online reputation includes material evaluation (i.e. gift amount) and non-material evaluation (i.e. thanks letter). Studies have shown that the efforts and reputations of doctors and their colleagues have a significant impact on the number of new patients, and colleagues also play a significant regulatory role. And competition and cooperative relationship also exist between doctors and colleagues.