经济回报还是社会回报？组态视角下医生在线服务质量影响因素研究

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摘要在线医疗平台正在全球范围内蓬勃发展,对保障人民健康和提高远程医疗效率具有重要意义。然而,关于医生经济回报行为对在线服务质量影响的研究结论存在矛盾,且缺乏对社会回报行为及二者交互效应的系统分析。本文整合社会支持理论和社会交换理论,以医患沟通文本和医生行为数据为样本,采用文本分析和模糊集定性比较分析方法探讨医生行为对在线服务质量的联动影响及其多种配置,并运用固定效应面板模型进一步验证两种行为的交互效应。研究发现:①单一行为无法构成高质量服务的必要条件,但经济回报行为和社会回报行为的联动可以形成多样化的高质量服务组合,并产生长期增长的效应;②从要素关系看,信息支持和情感支持存在替代效应,信息支持和服务优质性存在促进效应;③基于科室异质性组态分析,不同科室形成高质量路径存在显著差异,其服务模式可分为全面成熟型、虚拟咨询型、线下主导线上科普型和全面发展型。本研究揭示了两种行为的协同效应,并为医生、在线医疗平台以及人工智能技术在医疗领域的发展提供了基于因果关系的建议。

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	郭雨姗
	张建同
	田贵超

关键词 ：社会回报行为, 服务质量, 模糊集定性比较分析, 文本分析

Abstract：Online healthcare communities are booming globally and important for safeguarding health and improving telemedicine efficiency.However,the impact of physician economic reward behavior on service quality remains inconclusive and the analysis of social reward behavior and the interaction effect is unexplored.This paper integrates social support and social exchange theories,takes physician-patient communication text and physician behavior data as samples,uses text analysis and fsQCA to explore the linkage effect of physician behavior on service quality and its multiple configurations,and applies a fixed-effects panel model to further validate the interaction effect of two behaviors.The results show that:①A single condition is not necessary for high-quality services,but the linkage of economic and social reward behaviors can form a diverse portfolio of high-quality services with long-term growth effects.②In terms of factor relationships,there is a substitution effect between information and emotional support,and a facilitation effect between information support and service high-quality.③Analysis based on the department heterogeneity shows that there are significant differences in the high-quality pathways among different departments,whose service modes can be classified as fully mature,virtual consultation,offline-led online science and fully developed.This study reveals the synergistic effect of the two behaviors and provides causality-based recommendations for the development of physicians,online healthcare platforms,and AI technology in healthcare.

Key words： Socially rewarding behavior Service quality FsQCA Text analysis

收稿日期: 2024-03-29

PACS:

C931.2

基金资助:国家自然科学基金面上项目“考虑医患参与行为的医疗平台定价问题研究”(72371188),国家自然科学基金面上项目“数据驱动的共享单车重置问题研究”(71971156),上海市软科学研究项目“应对当前形势的上海国际科技合作路径突破研究”(23692127300)。

通讯作者: 田贵超

作者简介: 郭雨姗(1999—),女,辽宁沈阳人,博士研究生,研究方向为在线医疗管理。

引用本文:

郭雨姗, 张建同, 田贵超. 经济回报还是社会回报？组态视角下医生在线服务质量影响因素研究[J]. 中国科技论坛, 2025(2): 127-136.
Guo Yushan, Zhang Jiantong, Tian Guichao. Economic or Social Returns? A Study of Factors Influencing the Quality of Doctors' Online Services from a Group Perspective. , 2025(2): 127-136.

链接本文:

http://www.zgkjlt.org.cn/CN/Y2025/I2/127

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