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论文编号：	15331
作者编号：	2120223801
上传时间：	2025/6/5 17:13:58
中文题目：	在线健康社区有偿问诊对医生免费知识分享影响研究
英文题目：	A study on the impact of consultations on physicians’ free knowledge sharing in Online Health Communities
指导老师：	樊振佳
中文关键字：	医生知识分享；自我决定理论；资源保存理论；在线健康社区
英文关键字：	Physicians’ knowledge sharing; Self-Determination Theory; Conservation of Resources Theory; Online Health Communities
中文摘要：	健康知识是信息领域研究者的关注热点。互联网技术的发展和在线健康社区的兴起，使得健康知识的分享突破了时空界限，为健康知识的传播和获取提供了助力。近年来随着新冠疫情的爆发和各类疾病的流行，人们更加重视健康管理，积极从在线健康社区中获取健康知识。在线健康社区中的健康知识分享主要包括有偿问诊和免费知识分享，免费知识分享具有受众广泛、传播便捷等特点，然而医生作为免费知识分享的主体，线下饱和的工作量，以及线上有偿问诊的压力，使其免费知识分享的情况并不乐观。两种知识分享互相联系和促进，从有偿问诊角度探究免费知识分享的影响因素具有重要意义。 本研究立足自我决定理论和资源保存理论，构建有偿问诊对免费知识分享的影响因素模型。质性分析部分，先选取在线健康社区的知识分享案例，分析两种知识分享的特征和联系，然后选取16位在线健康社区中的医生进行访谈并编码，构建影响因素模型。实证检验部分，从在线健康社区采集数据并清洗，获得296688条有偿问诊记录的数据及相关医生数据，采集有偿问诊数量和免费知识分享数量和医生回复占比。对有偿问诊记录进行文本分析，测量患者需求丰富度，并多元回归分析验证模型。 数据分析结果显示，有偿问诊数量作为医生归属感的衡量，与免费知识分享数量呈倒U型关系，医生的回复比例作为自主性的衡量，正向影响免费知识分享数量；患者的知识需求丰富度作为医生效能感的衡量，正向影响免费知识分享数量。本研究依据自我决定理论和资源保存理论，进行了可能的原因解释。此外，考虑到激励机制常被认为是影响医生创作的重要动力，本研究关注了激励机制的调节作用。研究发现物质激励和精神激励对知识分享数量间的倒U型关系分别呈现加强和削弱作用，对于医生回复占比的影响分别呈现加强和削弱作用，对于患者需求丰富度的影响，也分别呈现加强和削弱作用。 最后，本研究还立足研究结果和在线健康社区知识分享的真实情境，从平台、医生、患者三方，提出了促进免费知识分享和两种类型知识分享互促共创的实践建议，推动在线健康社区知识生态的长远发展，助力健康中国的建设。
英文摘要：	Health knowledge has become a focal point for researchers in the information field. The advancement of internet technology and the rise of online health communities have transcended temporal and spatial barriers in health knowledge sharing, facilitating its dissemination and accessibility. In recent years, with the outbreak of COVID-19 and the prevalence of various diseases, people have placed greater emphasis on health management, actively seeking health knowledge from online health communities. Health knowledge sharing in these communities primarily includes paid consultations and free knowledge sharing. Free knowledge sharing features a broad audience and convenient dissemination. However, physicians, as the main contributors to free knowledge sharing, face challenges such as saturated workloads offline and the pressure of paid consultations online, leading to suboptimal levels of free knowledge sharing. Since the two forms of knowledge sharing are interconnected and mutually reinforcing, exploring the influencing factors of free knowledge sharing from the perspective of paid consultations holds significant importance. Based on self-determination theory and conservation of resources theory, this study constructs a model to examine the factors influencing free knowledge sharing in the context of paid consultations. In the qualitative analysis phase, this study first selected knowledge-sharing cases from online health communities to analyze the characteristics and relationships between the two types of knowledge sharing. Subsequently, this study conducted interviews with 16 physicians from online health communities, coding their responses to develop the influencing factors model. For the empirical validation, this study collected and processed data from online health communities, obtaining 296,688 records of paid consultations and related physician data. This study collected the volume of paid consultations and free knowledge sharing and physicians’ response rates, performed text analysis on paid consultation records to assess and the diversity of patient needs, and conducted multiple regression analyses to validate the model. The data analysis results revealed that: (1) The volume of paid consultations, as a measure of physicians’ sense of belonging, exhibits an inverted U-shaped relationship with the volume of free knowledge sharing. (2) Physicians’ response rates, as a measure of autonomy, positively influence the volume of free knowledge sharing. (3) The diversity of patient knowledge needs, as a measure of physicians’ perceived competence, also positively impacts free knowledge sharing. Possible explanations for these findings were discussed based on self-determination theory and conservation of resources theory. Additionally, considering that incentive mechanisms are often regarded as key drivers of physicians’ contributions, this study examined their moderating effects. The findings indicate that material incentives strengthen, while psychological incentives weaken, the inverted U-shaped relationship between paid consultations and free knowledge sharing. Similar effects were observed for physicians’ response rates and the diversity of patient needs. Finally, grounded in the research findings and the real-world context of knowledge sharing in online health communities, this study proposes practical recommendations for platforms, physicians, and patients to promote free knowledge sharing and the synergistic development of both types of knowledge sharing. These suggestions aim to foster the long-term growth of the knowledge ecosystem in online health communities and contribute to the advancement of Healthy China.
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