報告題目：The influence of professional status and online feedback inonline healthcaremarkets: Disease severity as a moderator
Purpose: Online healthcaremarkets have become a convenient channel through which patients can consult doctors online. However, patients receive only limited information with which to judge the service quality of doctors due to information asymmetry. The question of how patients make their decision choice online based on recommendation information becomes a vital issue inonline healthcaremarkets. Furthermore, understanding what affects a patient’s decision choice is important for doctors and healthcare organizations so that they can best allocate and optimize their limited resources.
Design/methodology/approach:This paper adopts signaling theory to build a research model to investigate the influences of a doctor’s professional status and online feedback on patient decision choice inonline healthcaremarkets, and it examines the moderating effects of disease severity.To test the paper’s hypotheses, we construct a panel data model using 418 doctors’ data collected over six months from anonline healthcaremarket in China. Then,this paper estimates a fixed-effects (FE) modeland a random-effects model (RE)of patients’ choiceinonline healthcaremarkets.
Findings:The empirical results show that the impact of a doctor’s professional status and online feedback on a patient’s decision choice is substitutable. Moreover, patient disease severity plays a moderating role, i.e., the influence of professional status on a patient with high-severity disease is higher than that of a patient with low-severity disease, while the influence of online feedback on a patient with low-severity disease is higher than that of a patient with high-severity disease. In addition, we find that disease severity negatively moderates the substitute relationship between professional status and online feedback on a patient’s decision choice.
Originality/value:These findings not only contribute to researchon online healthcaremarketsbut also help us understand the importance of recommendation information on a patient’s choice when seeking a doctor online.
楊化龍博士，畢業于哈爾濱工業大學，香港城市大學訪問學者。從事電子健康和在線醫療研究多年，在管理信息系統知名期刊Decision Support Systems、Electronic Commerce Research and Application、Journal ofElectronic Commerce Research、Journal ofMedical Internet Research、Telemedicine and e-Health、管理科學、亞太管理信息系統國際會議(PACIS)、管理科學與工程國際會議(ICMSE)等國內外知名學術期刊及學術會議發表多篇學術論文。
CopyRight ? 2009 School of Management,GDUT. 廣東工業大學 管理學院
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