现代情报2025，Vol.45Issue(5)：167-177,11.DOI:10.3969/j.issn.1008-0821.2025.05.015
主动知识贡献对在线健康社区择医行为的影响研究
Study on the Impact of Proactive Knowledge Contribution on Doctor Selection Behavior in Online Health Communities
摘要
Abstract
[Purpose/Significance]Doctors'proactive knowledge contribution through the publication of health science articles plays an important role in enhancing the public health knowledge level within online health communities.Studying the impact of this behavior on patients'doctor selection can help alleviate information asymmetry between doctors and pa-tients,while also enhancing doctors'economic benefits and social image.[Method/Process]The study,based on the In-formation Systems Success Model(ISSM),constructed a model to analyze the impact of proactive knowledge contribution on patients'doctor selection from three dimensions:usage,information quality and service quality.By collecting panel data from doctors on the Haodf platform,the Propensity Score Matching-Difference-in-Differences(PSM-DID)method was used to quantify the effects of doctors'article publication behavior,quantity,and types on the increase in consulting pa-tients,and to analyze the moderating roles of doctors'titles and online reputation.[Result/Conclusion]The results show that doctors'proactive knowledge contribution significantly promotes patient selection behavior.Reposted,curated,paid,and video articles have notably higher conversion rates,highlighting the importance of information quality and media rich-ness.Additionally,doctors with higher titles show diminishing marginal returns,while high online reputation has a positive moderating effect.Furthermore,the effect of proactive knowledge contribution in the chronic disease field is significantly stronger than in other medical fields.This study not only expands theoretical research on doctors'proactive knowledge contri-bution behavior but also provides practical insights for optimizing operational strategies in online health communities.关键词
在线健康社区/知识贡献/择医行为/信息系统成功模型/倾向得分匹配—双重差分Key words
online health community/proactive knowledge contribution/doctor selection/Information System Suc-cess model/Propensity Score Matching-Difference-in-Differences引用本文复制引用
何帆,刘思源,范昊..主动知识贡献对在线健康社区择医行为的影响研究[J].现代情报,2025,45(5):167-177,11.基金项目
国家自然科学基金重点项目"国家区域发展战略下的创新生态系统发展理论与政策研究"(项目编号:72034002) （项目编号:72034002）
国家自然科学基金面上项目"基于科学共同体知识大图的隐性合作关系发现与深度挖掘"(项目编号:72074172). （项目编号:72074172）
