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.
张泽洪,熊晶晶.互联网医疗服务供给的主体驱动因素[J].河海大学学报(哲学社会科学版),2022,24(1):38-46.(ZHANG Zehong, et al. Subject Driving Factors of Supply of Internet Medical Services[J]. Journal of Hohai University (Philosophy and Socail Sciences),2022,24(1):38-46.(in Chinese))复制