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论文编号：	14079
作者编号：	2120213369
上传时间：	2023/6/8 20:32:48
中文题目：	医疗科普知识分享对患者择医行为影响研究
英文题目：	Research on the influence of sharing patient education knowledge on patients'' physician selection behavior
指导老师：	张晓飞
中文关键字：	在线医疗社区；医疗科普文章；患者择医行为；信号理论；医生同理心
英文关键字：	Online health community; Online patient education articles; physician selection behavior; signaling theory; physician empathy
中文摘要：	在当前“互联网+”和“健康中国”战略推动下，互联网医疗正在蓬勃发展，为解决患者看病难，医疗资源分配不均等问题提供解决思路。在线医疗社区是互联网医疗的一种表现形式，为医生和患者发布信息、交流及获取信息提供了平台。其中，医生不仅可以为患者提供一对一的医疗服务，还可以以发布医疗科普文章的形式进行医疗知识分享，在帮助患者获取医疗信息的同时也可以丰富患者的决策信息。本文以在线医疗社区中医生分享的医疗科普文章作为研究对象，旨在探究医疗科普文章对患者择医行为的影响。在梳理国内外在线医疗社区知识分享、患者择医行为等相关研究的基础上，本文结合信号理论构建了医疗科普文章对患者择医行为的影响研究框架。该框架从内部信号视角探索医疗科普文章在在线医疗社区中的重要意义，并引入医生同理心，为在线医疗各利益相关者提出了提升医生医疗知识分享作用的策略和建议。 本研究通过开放数据获取以及使用网络爬虫从国内一家头部在线医疗社区中搜集了16024名医生共181151篇科普文章数据。并通过文本分析、主题分析以及深度学习方法对研究模型中的变量进行衡量，进而对假设进行验证。结果表明，医疗科普文章的医疗主题丰富度和医疗词汇丰富度对用户信息有用性产生负面影响。而用户健康词对信息有用性产生正向影响。同时，信息有用性在医疗主题丰富度和患者择医行为之间起到部分中介作用，在医疗词语丰富度和患者择医行为之间也起到部分中介作用。而在用户健康词与患者择医行为的关系中，信息有用性起到完全中介作用。此外，在医疗科普文章分享过程中，医生同理心的差异会强化医疗科普文章医疗词汇丰富度、用户健康词对患者感知信息有用性的影响。本研究拓展了医疗知识分享及患者择医行为研究，在影响患者择医行为的众多要素中，引入了医疗科普文章特征，并识别了医生同理心对患者择医行为的调节作用，为在线医疗社区建立有效的医疗知识分享机制提供了新思路。
英文摘要：	Driven by the “Internet plus” strategy and the “Healthy China” initiative, online healthcare has emerged as a popular solution to address patients' difficulties in consulting with physicians and the uneven distribution of medical resources. Online health communities, as a manifestation of online healthcare, provide a platform for patients and physicians to share, communicate and obtain information. Among them, physicians can not only provide one-to-one health services for patients but also share health knowledge by publishing online patient education articles, which can help patients obtain health information while enriching their decision-making information. This study focuses on physicians’ sharing of online patient education articles and aims to explore its influence on patients' physician selection behavior in online health communities. Based on a review of relevant research on knowledge sharing and patients’ physician selection behavior, this study constructs a research framework for the impact of online patient education articles on patients’ physician selection behavior using signaling theory. This framework explores the importance of online patient education articles in online health communities from the perspective of internal signals, introduces physician empathy, and proposes strategies and suggestions for various stakeholders in online healthcare to enhance the role of physician health knowledge sharing. This study collected 16024 online patient education articles from 181151 physicians in a leading domestic online health community using open data access web crawlers. The variables in the research model were measured through text analysis, topic analysis, and deep learning methods, to verify the hypothesis. The results show that health topic richness and health vocabulary richness have a negative impact on the information helpfulness of online patient education articles, while consumer health vocabulary has a positive impact on the information helpfulness perceived by patients. Additionally, information usefulness partially mediates in the relationship between health topic richness and patients' physician selection behavior, and in the relationship between consumer health vocabulary and patients’ physician selection behavior. And the relationship between health vocabulary richness and patients’ physician selection behavior is completely mediated by the information usefulness. Furthermore, physician empathy strengthens the impact of online patient education articles’ features (i.e., health vocabulary richness, consumer health vocabulary) on the information usefulness perceived by patients. This study expands the research on health knowledge sharing and patients' physician selection behavior and provides a new perspective for the online health community to establish an effective health knowledge sharing mechanism. By introducing key features of online patient education articles and physician empathy, this study provides insights and strategies for stakeholders in online healthcare to better leverage the value of online health knowledge and improve platform user stickiness.
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