情报研究

基于信号理论的在线医疗咨询服务购买行为研究

  • 曹仙叶 ,
  • 刘咏梅 ,
  • 李佳玲 ,
  • 朱张祥
展开
  • 1. 湖南工商大学工商管理学院 长沙 410205;
    2. 中南大学商学院 长沙 410083;
    3. 湖南师范大学旅游学院 长沙 410081
曹仙叶, 讲师, 博士; 李佳玲,讲师, 博士; 朱张祥,讲师,博士。

收稿日期: 2022-06-15

  修回日期: 2022-09-25

  网络出版日期: 2022-12-27

基金资助

本文系国家自然科学基金项目"基于线上线下一体化的患者问诊行为影响机制研究:患者信息处理的视角"(项目编号:72101088)和湖南省自然科学基金项目"基于服务多样性与医患交互视角下的在线医生服务提供行为研究"(项目编号:2021JJ40159)研究成果之一。

Research on Purchase Behavior of Online Medical Consultation Services Based on Signal Theory

  • Cao Xianye ,
  • Liu Yongmei ,
  • Li Jialing ,
  • Zhu Zhangxiang
Expand
  • 1. School of Management, Hunan University of Technology and Business, Changsha 410205;
    2. School of Business, Central South University, Changsha 410083;
    3. School of tourism, Hunan Normal University, Changice signal

Received date: 2022-06-15

  Revised date: 2022-09-25

  Online published: 2022-12-27

摘要

[目的/意义]研究在线医疗咨询服务质量的内部线索、外部线索以及价格对患者购买行为的影响机制,以为医疗平台的定价提供实践指导,促进在线医疗咨询服务的发展。[方法/过程]分两次采集"好大夫在线"平台中的7 915位医生的数据,构建在线医疗咨询服务购买行为的对数回归模型,并检验服务质量内在线索(交互频率、响应速度、信息量)和外部线索(电子口碑、门诊报到数、咨询价格)对患者购买行为的积极影响以及价格在其中的调节作用。[结果/结论]研究发现交互频率、响应速度、信息量、电子口碑、门诊报到数和价格对在线患者购买行为有正向影响,价格调节交互频率、响应速度、信息量、医生热度、门诊报到数对在线患者购买行为的影响。该研究结论可为在线医疗平台和医生定价提供重要的实践指导。

本文引用格式

曹仙叶 , 刘咏梅 , 李佳玲 , 朱张祥 . 基于信号理论的在线医疗咨询服务购买行为研究[J]. 图书情报工作, 2022 , 66(24) : 51 -63 . DOI: 10.13266/j.issn.0252-3116.2022.24.005

Abstract

[Purpose/Significance] Research on the influence mechanism of intrinsic and extrinsic cues of online medical consultation service quality and consulting prices on patients’ purchasing behavior can provide practical guidance for the pricing of the medical platform and promote the development of online medical services. [Method/Process] Two collected data of 7 915 doctors in the Good Doctor Online Platform was used to build the logarithmic regression models of purchase behavior of online medical consultation service, and this paper tested the positive effect of intrinsic cues of service quality(interaction frequency, response speed and the amount of information), extrinsic cues (e-WOM, outpatient registration number and consulting price), and the moderating effect of consulting price on the purchase behavior of patients. [Result/Conclusion] The results show that the interaction frequency, response speed, amount of information, e-WOM, outpatient registration number and consulting price of a physician have a positive impact on purchase behavior of online patients, and the consulting price moderates the interaction frequency, response speed, information content, doctor’s popularity, the outpatient registration number on purchase behavior of online patients. The results provide important practical guidance for online medical platforms and physiciaice signal

参考文献

[1] YANG H, GUO X, WU T, et al. Exploring the effects of patient-generated and system-generated information on patients’ online search, evaluation and decision [J]. Electronic commerce research & applications, 2015, 14(3): 192-203.
[2] SHAH A M, YAN X, SHAH S A A, et al. Exploring the impact of online information signals in leveraging the economic returns of physicians [J]. Journal of biomedical informatics, 2019, 98(8): e103272.
[3] CHEN Q, YAN X, ZHANG T. Converting visitors of physicians’ personal Websites to customers in online health communities: longitudinal study [J]. Journal of medical Internet research, 2020, 22(8): e20623.
[4] LIU X, GUO X, WU H, et al. The impact of individual and organizational reputation on physicians’ appointments online [J]. International journal of electronic commerce, 2016, 20(4): 551-577.
[5] LI J, TANG J, YEN D C, et al. Disease risk and its moderating effect on the e-consultation market offline and online signals [J]. Information technology & people, 2019, 32(4): 1065-1084.
[6] LU N, WU H. Exploring the impact of word-of-mouth about Physicians’ service quality on patient choice based on online health communities [J]. BMC medical informatics & decision making, 2016, 16(1): e151.
[7] CAO X, LIU Y, ZHU Z, et al. Online selection of a physician by patients: empirical study from elaboration likelihood perspective [J]. Computers in human behavior, 2017, 73(8): 403-412.
[8] 沓钰淇, 傅虹桥. 网络口碑对患者就医选择的影响——基于在线医生评论的实证研究 [J]. 管理评论, 2021, 33(11): 185-198.
[9] DENG Z, HONG Z, ZHANG W, et al. The effect of online effort and reputation of physicians on patients’ choice: 3-wave data analysis of china’s good doctor website [J]. Journal of medical Internet research, 2019, 21(3): e10170.
[10] 梁俏, 罗继锋, 吴志艳. 在线医疗中医生努力与声誉对新增患者数的影响研究 [J]. 中国卫生政策研究, 2017, 10(10): 63-71.
[11] LIU F, LI Y, JU X. Exploring patients’ consultation behaviors in the online health community: the role of disease risk [J]. Telemedicine and e-health, 2019, 25(3): 213-220.
[12] CHEN Q, JIN J, ZHANG T, et al. The effects of log-in behaviors and web reviews on patient consultation in online health communities: longitudinal study [J]. Journal of medical Internet research, 2021, 23(6): e25367.
[13] HU Y. The influence of patient-generated reviews and doctor-patient relationship on online consultations in China [J]. Electronic commerce research, 2021: 1-27.
[14] MILGROM P, ROBERTS J. Predation, reputation, and entry deterrence [J]. Journal of economic theory, 1982, 27(2): 280-312.
[15] ZEITHAML V A. Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence [J]. Journal of marketing, 1988, 52(3): 2-22.
[16] PARASURAMAN A, ZEITHAML V A, MALHOTRA A. E-S-QUAL: a multiple-item scale for assessing electronic service quality [J]. Journal of service research, 2005, 7(3): 213-233.
[17] BANSAL H S, VOYER P A. Word-of-mouth processes within a services purchase decision context [J]. Journal of service research, 2000, 3(2): 166-177.
[18] WU H, DENG Z, WANG B, et al. How does service price influence patients’ decisions? an examination of the free-market pricing mechanism in online health communities [J]. Electronic markets, 2021, 31(4): 877-93.
[19] OLSON J C, JACOBY J. Cue utilization in the quality perception process [C]// Association for Consumer Research. Proceedings of the third annual conference of the Association for Consumer Research. Venkatesan: Association for Consumer Research, 1972: 167-179.
[20] SPENCE M. Job market signaling [J]. The quarterly journal of economics, 1973, 87(3): 355-374.
[21] SPENCE M. Signaling in retrospect and the informational structure of markets [J]. The American economic review, 2002, 92(3): 434-459.
[22] CONNELLY B L, CERTO S T, IRELAND R D, et al. Signaling theory: a review and assessment [J]. Journal of management, 2011, 37(1): 39-67.
[23] MOON J, SHUGAN S M. Explaining bundle-framing effects with signaling theory [J]. Marketing science, 2018, 37(4): 668-681.
[24] HEIL O, ROBERTSON T S. Toward a theory of competitive market signaling: a research agenda [J]. Strategic management journal, 1991, 12(6): 403-418.
[25] BLIEGEBIRD R, SMITH E A, ALVARD M, et al. Signaling theory, strategic interaction, and symbolic capital [J]. Current anthropology, 2005, 46(2): 221-248.
[26] YAN Z, WIERSEMA M F. Stock market reaction to CEO certification: the signaling role of CEO background [J]. Strategic management journal, 2009, 30(7): 693-710.
[27] MILLER T, TRIANA M D C. Demographic diversity in the boardroom: mediators of the board diversity-firm performance relationship [J]. Journal of management studies, 2010, 46(5): 755-786.
[28] SUAZO M M, MARTíNEZ P G, SANDOVAL R. Creating psychological and legal contracts through human resource practices: a signaling theory perspective [J]. Human resource management review, 2009, 19(2): 154-166.
[29] TSUI H C. Advertising, quality, and willingness-to-pay: experimental examination of signaling theory [J]. Journal of economic psychology, 2012, 33(6): 1193-1203.
[30] WELLS J D, VALACICH J S, HESS T J. What signal are you sending? how Website quality influences perceptions of product quality and purchase intentions [J]. MIS quarterly, 2011, 35(2): 373-396.
[31] CHOI H S, KO M S, MEDLIN D, et al. The effect of intrinsic and extrinsic quality cues of digital video games on sales: an empirical investigation [J]. Decision support systems, 2018, 106(2): 86-96.
[32] CHEUNG C M K, XIAO B S, LIU I L B. Do actions speak louder than voices? the signaling role of social information cues in influencing consumer purchase decisions [J]. Decision support systems, 2014, 65(9): 50-58.
[33] AMBLEE N, BUI T. Harnessing the influence of social proof in online shopping: the effect of electronic word of mouth on sales of digital microproducts [J]. International journal of electronic commerce, 2011, 16(2): 91-114.
[34] GREGG D G, WALCZAK S. Dressing your online auction business for success: an experiment comparing two eBay businesses [J]. MIS quarterly, 2008, 32(3): 653-670.
[35] YANG H, ZHANG X. Investigating the effect of paid and free feedback about physicians’ telemedicine services on patients’ and physicians’ behaviors: panel data analysis [J]. Journal of medical Internet research, 2019, 21(3): e12156.
[36] YANG H, DU H S, SHANG W. Understanding the influence of professional status and service feedback on patients’ doctor choice in online healthcare markets [J]. Internet research, 2021, 31(4): 1236-1261.
[37] LANGAN R, BESHARAT A, VARKI S. The effect of review valence and variance on product evaluations: an examination of intrinsic and extrinsic cues [J]. International journal of research in marketing, 2017, 34(2): 414-429.
[38] BRADY M K, BOURDEAU B L, HESKEL J. The importance of brand cues in intangible service industries: an application to investment services [J]. Journal of services marketing, 2005, 19(6): 401-410.
[39] ERDEM T, SWAIT J. Brand equity as a signaling [J]. Journal of consumer psychology, 2001, 7(2): 131-157.
[40] CHU W, CHU W. Signaling quality by selling through a reputable retailer: an example of renting the reputation of another agent [J]. Marketing science, 1994, 13(2): 177-189.
[41] BOULDING W, KIRMANI A. A consumer-side experimental examination of signaling theory: do consumers perceive warranties as signals of quality? [J]. Journal of consumer research, 1993, 20(1): 111-123.
[42] RICHARDSON P S, DICK A S, JAIN A K. Extrinsic and intrinsic cue effects on perceptions of store brand quality [J]. Journal of marketing, 1994, 58(4): 28-36.
[43] MIYAZAKI A D, GREWAL D, GOODSTEIN R C. The effect of multiple extrinsic cues on quality perceptions: a matter of consistency [J]. Journal of consumer research, 2005, 32(1): 146-153.
[44] CHU W, CHOI B, SONG M R. The role of on-line retailer brand and infomediary reputation in increasing consumer purchase intention [J]. International journal of electronic commerce, 2005, 9(3): 115-127.
[45] LIU Y. Word of mouth for movies: its dynamics and impact on box office revenue [J]. Journal of marketing, 2006, 70(3): 74-89.
[46] CHINTAGUNTA P K, GOPINATH S, VENKATARAMAN S. The effects of online user reviews on movie box office performance: accounting for sequential rollout and aggregation across local markets [J]. Marketing science, 2010, 29(5): 944-957.
[47] CHEVALIER J A, MAYZLIN D. The effect of word of mouth on sales: online book reviews [J]. Social science electronic publishing, 2004, 43(3): 345-354.
[48] ZHU F, ZHANG X. Impact of online consumer reviews on sales: the moderating role of product and consumer characteristics [J]. Journal of marketing, 2010, 74(2): 133-148.
[49] GU B, TANG Q, WHINSTON A B. The influence of online word-of-mouth on long tail formation [J]. Decision support systems, 2013, 56(12): 474-481.
[50] DAWAR N, PARKER P. Marketing universals: consumers’ use of brand name, price, physical appearance, and retailer reputation as signals of product quality [J]. Journal of marketing, 1994, 58(2): 81-95.
[51] FAGERSTRM A, GHINEA G. On the motivating impact of price and online recommendations at the point of online purchase [J]. International journal of information management, 2011, 31(2): 103-110.
[52] DODDS W B, MONROE K B, GREWAL D. Effects of price, brand, and store information on buyers’ product evaluations [J]. Journal of marketing research, 1991, 28(3): 307-319.
[53] MOON J, CHADEE D, TIKOO S. Culture, product type, and price influences on consumer purchase intention to buy personalized products online [J]. Journal of business research, 2008, 61(1): 31-39.
[54] KIM H-W, GUPTA S, KOH J. Investigating the intention to purchase digital items in social networking communities: a customer value perspective [J]. Information & management, 2011, 48(6): 228-234.
[55] REIBSTEIN D J. What attracts customers to online stores, and what keeps them coming back? [J]. Journal of the Academy of Marketing Science, 2002, 30(4): 465-473.
[56] TELLIS G J, GAETH G J. Best value, price-seeking, and price aversion: the impact of information and learning on consumer choices [J]. Journal of marketing, 1990, 54(2): 34-45.
[57] TSAO W C, HSIEH M T. eWOM persuasiveness: do eWOM platforms and product type matter? [J]. Electronic commerce research, 2015, 15(4): 1-33.
[58] CHIU Y L, WANG J N, YU H Y, et al. Consultation pricing of the online health care service in China: hierarchical linear regression approach [J]. Journal of medical Internet research, 2021, 23(7): e29170.
[59] PARASURAMAN A, BERRY L L. A conceptual model of service quality and its implications for future research [J]. Journal of marketing, 1985, 49(4): 41-50.
[60] YANG H, GUO X, WU T. Exploring the influence of the online physician service delivery process on patient satisfaction [J]. Decision support systems, 2015, 78(10): 113-121.
[61] GITTELL J H. Relationships between service providers and their impact on customers [J]. Journal of service research, 2002, 4(4): 299-311.
[62] PETZER D J, DE MEYER C F, SVARI S, et al. Service receivers’ negative emotions in airline and hospital service settings [J]. Journal of services marketing, 2012, 26(7): 484-496.
[63] LIEN C, WU J J, CHEN Y H, et al. Trust transfer and the effect of service quality on trust in the healthcare industry [J]. European journal of marketing, 2014, 24(24): 399-416,18.
[64] ONG L M L, DE HAES J C J M, HOOS A M, et al. Doctor-patient communication: a review of the literature [J]. Social science & medicine, 1995, 40(7): 903-918.
[65] ONG L M L, VISSER M R M, LAMMES F B, et al. Doctor-patient communication and cancer patients’ quality of life and satisfaction [J]. Patient education and counseling, 2000, 41(2): 145-156.
[66] XIAO N, SHARMAN R, RAO H R, et al. Factors influencing online health information search: an empirical analysis of a national cancer-related survey [J]. Decision support systems, 2014, 57(1): 417-427.
[67] DING D X, HU P J-H, SHENG O R L. e-SELFQUAL: a scale for measuring online self-service quality [J]. Journal of business research, 2011, 64(5): 508-515.
[68] PARASURAMAN A, ZEITHAML V A, BERRY L L. Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria [J]. Journal of retailing, 1994, 70(3): 201-230.
[69] JIN J, YAN X, LI Y, et al. How users adopt healthcare information: an empirical study of an online Q&A community [J]. International journal of medical informatics, 2015, 86: 91-103.
[70] 曹仙叶, 刘咏梅, 刘嘉琪, 等. 基于ELM的在线医疗患者定向就诊意向研究 [J]. 管理评论, 2021, 33(7): 170-181,215.
[71] CHUA A Y K, BANERJEE S. Helpfulness of user-generated reviews as a function of review sentiment, product type and information quality [J]. Computers in human behavior, 2016, 54(1): 547-554.
[72] DAVIS F D. Perceived usefulness, perceived ease of use, and user acceptance of information technology [J]. MIS quarterly, 1989, 13(3): 319-340.
[73] CHEUNG C M K, THADANI D R. The impact of electronic word-of-mouth communication: a literature analysis and integrative model [J]. Decision support systems, 2012, 54(1): 461-470.
[74] KIM S, WILLIAMS R, LEE Y. Attitude toward online shopping and retail Website quality [J]. Journal of international consumer marketing, 2004, 16(1): 89-111.
[75] WU H, LU N J. How your colleagues’ reputation impact your patients’ odds of posting experiences: evidence from an online health community [J]. Electronic commerce research and applications, 2016, 16(3): 7-17.
[76] LU N, WU H. Exploring the impact of word-of-mouth about Physicians’ service quality on patient choice based on online health communities [J]. Bmc medical informatics & decision making, 2016, 16(1): e151.
[77] LEAVITT H J. A note on some experimental findings about the meanings of price [J]. The journal of business, 1954, 27(3): 205-210.
[78] BORNEMANN T, HOMBURG C. Psychological distance and the dual role of price [J]. Journal of consumer research, 2011, 38(3): 490-504.
[79] BROEKHUIZEN T L J, ALSEM K J. Success factors for mass customization: a conceptual model [J]. Journal of market-focused management, 2002, 5(4): 309-330.
[80] JING D, JIN Y, LIU J. The impact of monetary incentives on physician prosocial behavior in online medical consulting platforms: evidence from China [J]. Journal of medical internet research, 2019, 21(7): e14685.
[81] GUO S, GUO X, FANG Y, et al. How doctors gain social and economic returns in online health-care communities: a professional capital perspective [J]. Journal of management information systems, 2017, 34(2): 487-519.
[82] BETTMAN J R. Perceived risk and its components: a model and empirical test [J]. Journal of marketing research, 1973, 10(2): 184-190.
[83] FISCHER E, REUBER R. The good, the bad, and the unfamiliar: the challenges of reputation formation facing new firms [J]. Entrepreneurship theory and practice, 2007, 31(1): 53-75.
[84] 伍德里奇. 计量经济学导论:现代观点(第五版) [M]. 北京:中国人民大学出版社, 2015: 154-156.
[85] LYMPEROPOULOS C, CHANIOTAKIS I E. Price satisfaction and personnel efficiency as antecedents of overall satisfaction from consumer credit products and positive word of mouth [J]. Journal of financial services marketing, 2008, 13(1): 63-71.
[86] SANJEEV A, KENNETH T R. Cross-national applicability of a perceived risk-value model [J]. Journal of product & brand management, 2004, 13(4): 242-256.
[87] PARK D-H, LEE J, HAN I. The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement [J]. International journal of electronic commerce, 2007, 11(4): 125-148.
文章导航

/