Analysis On Influencing Factors Of Doctor’s And Patient’s Participation In Online Health Consultation Platform

With the rapid development of Internet technology,it has been widely applied in all walks of life.The Internet plus medical mode represented by online health consultation platforms has been developing rapidly in recent years.The online inquiry mode provided by it can effectively solve the problems of "difficult to see a doctor,expensive medical treatment".As the main participants of the online consultation platform,how to attract them to participate in the online platform and keep their enthusiasm is the key to the sustainable and healthy development of the online health consultation platform.Therefore,it is a very important research work to analyze the influencing factors of doctor-patient online participation behavior.The purpose of this study mainly includes:(1)what factors affect doctors’online participation behavior,and on this basis,to explore the differences in the influence mechanism of doctors’ online behavior with different degrees of heat.(2)What are the factors that affect the two main online participation behaviors of patients,online consultation and appointment interview,and to explore the differences in their influencing ways?First of all,we use social exchange theory to take word-of-mouth as the main factor affecting doctors’ online participation behavior,and further divide word-of-mouth into word-of-mouth quantity and word-of-mouth quality.From these two dimensions,we construct the influence model of word-of-mouth on doctors’ online participation behavior and make an empirical analysis of the model through the sample data of the good doctor platform.The results show that the quantity and quality of word-of-mouth have a remarkable positive impact on doctors’ online behavior,and their impact on doctors with different degrees of popularity is remarkably different.Also,we divide the online participation of patients into online consultation and appointment interviews.Using the theory of social support,we take the online service provided by doctors as the main factor influencing the two online participation behaviors of patients,and further divide the doctor service into two dimensions:service quantity and service quality.We build the influence model on the two kinds of participation behaviors of patients and pass the analysis.The empirical analysis of the model is based on the sample data of the platform.The results show that both the quantity and quality of doctors’ service have a remarkable positive impact on patients’ online consultation behavior and appointment interview behavior,and the influence mechanism is remarkably different.From the perspective of word-of-mouth,we propose that the quantity and quality of word-of-mouth are the important influencing factors of doctors’online participation behavior.In the aspect of influencing factors of patients’participation behavior,we propose that both the quantity and quality of doctors’ service have remarkable positive effects on online consultation behavior and appointment interview behavior.The results of empirical research also well verify our hypothesis.Therefore,this study will help all parties to better understand the user behavior of online health consulting platforms,and provide a theoretical basis and practical possibility for its improvement.