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论文编号：	13155
作者编号：	2120202897
上传时间：	2022/6/6 23:50:18
中文题目：	在线健康社区中同行转载对医生知识分享行为影响研究
英文题目：	Research on the influence of peer reposting on physician'' knowledge sharing behavior in online health community
指导老师：	张晓飞
中文关键字：	在线健康社区； 社会交换理论； 知识分享行为 ；地位差异
英文关键字：	Online health community; Social exchange theory; Knowledge sharing behavior; Status difference.
中文摘要：	在“互联网+”飞速发展和“健康中国”战略有力推进的时代背景下，在线健康社区为医生和患者的在线交互提供了平台，医疗服务人员和患者及其家属在在线健康社区内的信息交互和知识分享越来越频繁。在线健康社区的良好发展能够助推医疗资源配置优化，提高医疗服务体系整体效能。疫情之下，“一医难求”的特殊时期却成就了在线医疗，线上诊疗的常态化促使更多原本在线下服务的医生参与在线诊疗。医生用户作为在线健康社区的核心竞争力，其知识分享行为是推动在线健康社区的蓬勃发展的关键之一。明晰在线健康社区中医生知识分享行为的内在机制，从而有效促进在线健康社区医生的知识分享行为，推进在线健康社区在健康信息和知识流转方面的稳定发展，最终缓解医疗需求急速增长与医疗资源短缺的矛盾，成为在线健康社区平台管理者亟待解决的重要课题。 本文以在线健康社区中医生的知识分享行为为研究对象，在系统梳理国内外在线健康社区知识分享相关研究后，基于社会交换理论，使用因果推断的实证研究方法，构建了同行转载对医生知识分享质量和数量的影响研究框架，探究在线健康社区中的同行转载现象对医生知识分享行为的影响机制，并为在线健康相关各方群体提出了促进知识分享的策略和建议。 本研究通过开放数据以及网络爬虫工具从一家国内在线健康社区中收集了从2007年12月至2021年9月内的43995名医生的192071篇科普文章数据以及医生相关信息。先通过倾向值匹配法对数据进行处理，然后利用渐进双重差分法对提出的假设进行验证。结果表明，被同行转载正向影响医生知识分享行为的质量和数量。同时转载中转载医生职称带来的地位差异会强化同行转载对医生知识分享行为质量的影响，但弱化对医生知识分享行为数量的影响。而原创医生的知识分享累积量会同时弱化同行转载与知识分享行为质量和数量之间的关系。本研究拓展了知识分享的维度，引入了医生与医生之间的交流——转载行为作为医生的知识分享行为的驱动因素，识别了医生的个人特征对知识分享机制的调节作用，为在线健康社区建立有效的医生激励机制提供了新思路。
英文摘要：	Under the background of the rapid development of "Internet plus" and the vigorous promotion of the strategy of "healthy China", online health community provides a platform for online interaction between physicians and patients. Information interaction and knowledge sharing among medical service personnel and patients and their families in online health community are becoming more frequent. The development of online health community can promote the optimization of medical resource allocation and improve the overall efficiency of medical service system. Under the epidemic situation, the special period of "one physician is difficult to find" has promoted the development of online medicine. The continuous participation of patient groups has led to more physicians who originally served offline to participate in online diagnosis and treatment. As the core competitiveness of online medical community, physician users' knowledge sharing behavior is the key to the survival and development of online medical community. Clarifying the internal mechanism of physician' knowledge sharing behavior in online health community, so as to effectively promote the knowledge sharing behavior of physicians in online health community, promote the stable development of online health community in health information circulation, and finally alleviate the contradiction between the rapid growth of medical demand and the shortage of medical resources, which has become an important issue to be solved by online health community managers. This study focuses on the knowledge sharing behavior of physicians in online health communities. After reviewing the research on knowledge sharing in online health communities, we constructed a research framework on the impact of peer reposting on the quality and quantity of knowledge sharing among physicians based on social exchange theory, and verified the model with empirical research method of causal inference. Finally, determining the influence mechanism of peer reposting on physicians' knowledge sharing behavior in online health community, and put forward strategies and suggestions for promoting knowledge sharing for online health groups. This study used open data and web crawlers to collect 192,071 articles and physician information of 43,995 physicians from December 2007 to September 2021 from a Chinese online health community. The data are processed by the propensity matching method, and then the hypothesis is verified by the difference-in-difference method. The results showed that peer reposting positively affected the quality and quantity of physician' knowledge sharing. At the same time, the status difference brought by professional title will strengthen the influence of peer reposting on the quality of physician' published articles, but weaken the influence on the quantity of physician' popular science articles. However, the accumulation of original physician' knowledge sharing will weaken the relationship between peer reposting and knowledge sharing behavior. This study expands the dimension of knowledge sharing, introduces physician-to-physician communication -- reposting behavior as the driving factor of physician' knowledge sharing behavior, identifies the moderating effect of physician' personal characteristics on knowledge sharing mechanism, and provides a new idea for the establishment of physician incentive mechanism in online health community.
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