互联网医疗服务供给的主体驱动因素

基于好大夫平台23万余名在线医生数据,从服务供给视角出发,应用无序多项Logistic回归方法分析影响服务供给的主体驱动因素.与线下医疗相比,线上医疗中在线医生的性别、年龄、职称、所属医院与来自区域等具有认知捷径属性的主体特质对服务供给的影响力更大;与线下医疗更注重医疗结果质量不同,线上医疗服务供给的主观建构更关注医疗过程质量,情感认同度高与认知认同度高更有利于促进服务供给;未来需要基于服务主导逻辑设计激励制度,建立受政府规制的在线声誉机制,吸引并激励在线医生提供数量更多、质量更高的互联网医疗服务.

Subject Driving Factors of Supply of Internet Medical Services

Based on the data of more than 230,000 online doctors, from the perspective of service supply, the disorderly multinomial logistic regression method is used to analyze the main driving factors that affect the supply of services. Compared with offline medical, the objective characteristics of the cognitive shortcut attributes of online doctors, including gender, age, professional title, hospital, and region, have a greater influence on service provision. Unlike offline medical, which pays more attention to the quality of medical results, the subjective construction of service provision in online medical pays more attention to the quality of medical process. Online doctors with high emotional and cognitive identity are more conducive to promote service provision. It is necessary to design an incentive system based on service-led logic, establish an online reputation mechanism regulated by the government, and attract and motivate online doctors to provide more and higher-quality Internet medical services.