| Online health breaks the time and geographical constraints of medical resources and meets the growing demand for medical health.The online health model links the price of online health services to the quality of health services,affirming the value of the doctor’s services.As a provider of online medical services,providing quality medical services to doctors is a guarantee for the continued development of online medical care.Therefore,it is an important research issue to promote the enthusiasm of doctors to provide online services and to ensure that doctors pay a reasonable return on labor.In view of this,this paper proposes three research questions:whether patient-generated information and system-generated information affect online doctor service price strategy;how the patient-generated information and system-generated information affect online doctor service price strategy when information accuracy is different;whether disease type will affect the results of patient generated information and system generated information on online physician service pricing strategies.According to research questions,the main research contents of this paper are as follows:(1)Through reviewing and combing relevant literatures at home and abroad,it summarizes the achievements and shortcomings of the predecessors in the online medical field.Through the introduction of signal theory,information asymmetry theory,online feedback mechanism and social theory,we have learned about online health services.There is a serious information asymmetry between the doctor and the patient,and the online feedback mechanism can help the patient to improve the disadvantage in information asymmetry by transmitting the signal.Patient-generated information and system-generated information are two channels of information that convey online doctors ’ quality of service signals to patients.From this,we have combined the predecessors ’ experience to construct a theoretical model of the impact of patient-generated information and system-generated information on online doctor service prices.(2)Construct a mathematical model of online doctor service price strategy that considers patient-generated information.On the basis of previous studies,the patient utility model 1s constructed from the two dimensions of quality and matching.According to the information generated by the online medical consultation platform and the patient-generated information,the information channel of the doctor’s service quality is used to measure the quality of the doctor ’s medical service.The cost of using the cost of the patient’s needs and the online doctor ’s service does not match the loss of utility.At the same time,consider the external selection of the patient’s post-diagnosis report to construct patient needs.Through the mathematical model,we find that the optimal pricing of doctors who have the advantage of system-generated information increases with the difference in utility of the two information channels;as the accuracy of patient review information increases,the utility of reviews and system utility differences The effect of increasing the optimal pricing for online doctors is increasing and decreasing.Analyze online physician pricing strategies to better understand the participation of patients and physicians in online care and to advise on the better development of online medical services.(3)Through collect relevant data on https://www.haodf.com and measurement models,the research model of the influence of patient-generated information and system-generated information on the online doctor ’s price and income was verified.The empirical results show that patient-generated information and system-generated information can slow the information asymmetry between doctors and patients,help patients understand the quality of online doctors ’ services,help patients choose doctors,and generate patient information and system generation.Information has a significant positive impact on the price of online doctor services,and the factors such as the doctor’s title,the level of the hospital,and the number of articles published have significant impact on online doctors ’ prices and returns,but the impact is small.Therefore,doctors should set the optimal price according to the quality of their medical services to obtain the maximum benefit,and strive to obtain recognition and evaluation from patients and platforms.At present,China ’s research on online health is still at a preliminary stage.It is also necessary for scholars to continually explore the problems in the field of online health.Therefore,this paper focuses on the impact of patient-generated information and system-generated information on online doctor service price strategies.The three chapters of mathematical modeling and the fourth chapter of empirical research complement each other to solve the three research questions proposed in this paper,which has important academic value and practical application value in the field of online health research. |
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