Impact Factors Of Physicians’ Service Price In Online Healthcare Community

The medical resources are serious shortagein our country,and the growing demand for medical resources has led to a variety of problems. Medical resources allocation problem need to be solved urgently. The emergence of O nline Healthcare Community(O HC) provides a way to solve the problem, more and more doctors participate in them, and patients also get advice and treatment from O HCs. However, due to doctors and patients can’t communicate with each other face to face in OHC s, doctors and patients in the state of information asymmetry, patients at information disadvantage. O nline feedback mechanism can help patients to overcome the difficulty of information discrimination, ease the information asymmetry phenomenon. At the same time, it also provides doctors a way to transmit their own advantages and a signal of self evaluation. This paper mainly explores the influence of different factors on doctors’ service price in OHC s, including doctors’ service reviews, performance and offline status and so on, so as to provide advice and suggestions for the development of online healthcare community.Based on the theory of asymmetric information and online feedback, supply and demand price decision theory as well as the brand premium theory, this paper choose haodaifu as the research background and proposed research assumptions, research model was established to study the effect of different factors on doctors’ service price, including three aspects:(1) The impact of different service feedback on the performance and service price of doctors,(2) The special role of the performance on the effect of service price,(3) The interaction of online and offline factors on the servic e price. Subsequently, according to the required to grab the appropriate data and to process the data, the research model is empirically analyzed by using mult iple regression equation.Empirical study results show that whether online reviews or offline reviews has a significant impact on the corresponding performance and service price; Performance plays an intermediary role in the effect of reviews on service price; offline factors such as doctor title, hospital grade as a representative of the “doctor brand” have a positive impact onservices price; offline factors(offline performance and “doctor brand”) have complementary effecton service price; online factors(online performance) and offline factors(offline performance or “doctor brand”) have substitution effect on service price. In theory, the study enrich the relevant research of online healthcare communities; In practice, the study puts forward suggestions to promote doctors and patients participate in OHC s effective ly, promote the communication of doctors and patients, and the further optimization of the website platform. More and more patients get convenient and effective medical services, so as to promote the rational allocation of medical resources and the development of the health service.