真正的便宜货：了解短期价格折扣对在线健康平台上医生健康服务销售的影响

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management Pub Date : 2025-03-27 DOI:10.1016/j.im.2025.104142

Zihao Deng , Zhaohua Deng , Xixi Li , Guorui Fan

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引用次数: 0

摘要

在线医疗服务的短期价格折扣已成为提高用户参与度和在线医疗平台消费的关键促销策略。虽然这些折扣为患者提供了更实惠和更方便的服务，但它们对医生在线医疗服务销售的影响尚不清楚。本研究以医生为中心的观点来评估折扣在线医疗服务的有效性，并确定折扣定价特征对医生在线医疗服务销售的贡献。通过对540名在2022年连续三个月首次推出或终止短期价格折扣的医生进行准自然实验，我们证实价格折扣显著增加了医生的在线健康服务销售。对1202名医生38444次在线医疗服务的进一步回归分析发现，与原价和同行医生服务价格的差异对在线医疗服务销售具有倒u型影响。一项事后异质性分析强调了医生的线上和线下资本在形成这种关系中的作用。这些发现为ohp的医生、管理人员和平台设计师提供了可操作的见解，为优化定价策略以最大化在线医疗服务销售提供了指导。

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A real bargain: Understanding the impacts of short-term price discounts on physicians’ health service sales on online health platforms

Short-term price discounts of online health services have become a key promotional strategy for increasing user engagement and consumption on online health platforms (OHPs). While these discounts offer patients greater affordability and accessibility, their impacts on physicians’ online health service sales remain unclear. This study takes a physician-centric view to evaluate the effectiveness of discounted online health services and identify discounted pricing features contributing to physicians’ online health service sales. Using quasi-natural experiments involving 540 physicians who first launched or terminated short-term price discounts over three consecutive months in 2022, we confirm that price discounts significantly increase physicians’ online health service sales. Further regression analysis of 38,444 online health service sessions from 1202 physicians reveals that the price differences from the original price and peer physicians’ service prices have inverted U-shaped effects on online health service sales. A post hoc heterogeneity analysis underscores the role of physicians’ online and offline capital in shaping this relationship. These findings provide actionable insights for physicians, managers, and platform designers of OHPs, offering guidance on optimizing pricing strategies to maximize online health service sales.

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来源期刊

Information & Management 工程技术-计算机：信息系统

CiteScore

17.90

自引率

6.10%

发文量

123

审稿时长

1 months

期刊介绍： Information & Management is a publication that caters to researchers in the field of information systems as well as managers, professionals, administrators, and senior executives involved in designing, implementing, and managing Information Systems Applications.