| Since the outbreak of the new coronavirus(COVID-19)in 2019,cases of pneumonia caused by the new coronavirus have occurred in many parts of China.The government has warned people to stay home and go out less to avoid increasing the risk of infection with the new coronavirus.Although the general public has been quarantined at home,due to the lack of basic understanding of the epidemic and the eagerness to consult doctors to understand the new coronavirus and their own healthcare status,the online healthcare communities have come into people’s sight.The online healthcare communities have broken the geographical and time constraints and changed the traditional medical treatment model.People gradually change from the offline medical treatment mode to the online or combined online and offline medical treatment mode.The online healthcare communities also solved the shortage of medical resources and improved the efficiency of consultation and healthcare consultation services.However,as the online healthcare communities continue to develop,it also faces many problems: In online healthcare communities,doctors are experts with professional knowledge and skills,and users are the ones who lack of health information,so they are highly dependent on the diagnosis and treatment of doctors,and there is considerable information asymmetry between the two sides.In order to reduce the risk of information asymmetry,the online healthcare communities can allow doctors to publish personal data on the one hand,and users,as the publishers of information on the other hand,to provide feedback and evaluation of healthcare consultation services provided by doctors.Compared with other information,experiences from other similar users are more credible to potential users.They can guide users in online healthcare communities to make purchasing decisions and can affect doctors’ pricing strategies,therefore this paper studies the online reviews on users in online healthcare communities purchase decisions and the impact of online community health doctors pricing strategy.This article uses the Hoteling model to study the impact of online reviews on pricing strategies of doctors in online healthcare communities based on alternative healthcare consultation services provided by two doctors in online healthcare communities.When choosing a doctor,users in online healthcare communities not only value the information quality in the healthcare consultation services provided by the doctor,but also pay attention to the matching of emotional support.Although all users in online healthcare communities expect doctors to provide high-quality healthcare consulting services,different users have different preferences for the matching of emotional support in the healthcare consulting services provided by doctors.Some users think that the one doctor’s service is more suitable than the other one,while other users do the opposite.Each user has his own evaluation of the healthcare consultation services provided by the doctor.Online reviews can provide more information about the healthcare consulting services provided by doctors in online healthcare communities.This article distinguishes two situations: when users in online healthcare community perceive the healthcare consultation services provided by the two doctors,it is the information quality in the healthcare counseling services provided by doctors that plays a leading role;and when the matching of emotional support plays an important role in the healthcare counseling services provided by doctors.The former is called information-based service,while the latter is emotional service.And this article will use the situation without online reviews as a benchmark to study the impact of online reviews on the competition between the two doctors.This article finds that the impact of online reviews on the competition among doctors in online healthcare communities is critical.The information quality and the matching of emotional support in the healthcare counseling services provided by doctors in online healthcare communities have different effects on competition among doctors,and each type has different effects on doctors in online healthcare communities.The information quality in the healthcare counseling services provided by doctors in online healthcare communities makes the utility perceived by the users homogeneous,which will intensify competition between the two parties.The matching of emotional support alienates users’ perception of the healthcare consultation services provided by doctors,which will weaken the competition between the two parties. |
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