Research On Knowledge Sharing Behavior Incentive Of Medical Professional Users In Online Health Community

With the rapid development of information technology and the implementation of the national "Internet + medical and health" policy,online health communities have become an important channel for people to manage health information.During the new crown epidemic,in order to meet the needs of users for medical treatment during the period of home isolation,many online health communities have launched free consultation models,and the number of online health community users has also surged,and their activity has reached a record high.requirements are gradually increasing.Compared with the health information shared by ordinary users,the health information provided by medical professional users in the online health community is much more professional and effective.Therefore,encouraging medical professional users to actively participate in knowledge sharing activities and improving the quality of online health community information have become important issues that need to be paid attention to in online health community research.This paper takes medical professional users in online health community as the research object,analyzes the relevant factors affecting their knowledge sharing behavior,and proposes corresponding incentive strategies based on this,in order to provide decision-making basis for the future development of online health community.This paper takes the S-O-R model as the research framework,the expectation motivation theory and the motivation theory as the research foundation,and introduces seven variables of self-efficacy,sense of achievement,reputation,subjective norm,self-interested motivation,altruistic motivation and knowledge sharing behavior.A research hypothesis was constructed,and a structural equation model of the influencing factors of knowledge sharing behavior of medical professional users in online health community was constructed.A total of 301 valid questionnaires were collected through questionnaire survey,and SPSS25.0 and AMOS25.0 were used to test the hypothesis.The results show that the self-efficacy and sense of achievement in the endogenous motivation of online health community positively affect the self-interest motivation,the self-efficacy and the sense of achievement in the endogenous motivation positively affect the altruistic motivation,the reputation and the subjective norm in the exogenous motivation positively affect the self-interest motivation,In exogenous incentives,reputation and subjective norms positively affect altruistic motivation,while egoistic motivation and altruistic motivation positively affect users’ knowledge sharing behavior.According to the background investigation and empirical results,five strategies are put forward to stimulate the knowledge sharing behavior of medical professional users in online health community,namely,play the role of government support and encouragement,create a harmonious and stable online health community atmosphere,and provide medical professional users to realize self-efficacy.ways to improve the knowledge sharing behavior evaluation system of medical professional users and publicize the knowledge sharing results of medical professional users.This paper discusses the influencing factors of knowledge sharing behavior of medical professional users in online health community,proposes feasible strategies to motivate medical professional users to participate in knowledge sharing behavior,expands the application scope of expectation incentive theory and dynamic theory,and enriches the research content of knowledge sharing.