医生参与网络直播免费医疗会诊对其收益的影响：来自准自然实验的经验证据

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-07-01 DOI:10.1016/j.jbusres.2025.115560

Yingjie Lu, Ke Quan

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引用次数: 0

摘要

将直播整合到在线医疗咨询服务中，推出了一项名为直播免费医疗咨询（LSFMC）的创新服务。然而，关于采用LSFMC服务是否有助于增加医生的利益，或者相反，潜在地减少他们的利益，这个问题仍然是一个悬而未决的问题。本研究利用信号传导理论，构建基于倾向得分匹配的差中差模型，考察LSFMC服务对医生线上线下利益的影响。研究结果显示，采用LSFMC服务的医生显著增加了他们从在线咨询和离线预约中获得的收益。此外，医生的线上活动增强了LSFMC服务对其线下福利的影响，而其职称显著降低了LSFMC服务对其线上福利的正向影响。此外，LSFMC服务对医生线上线下收益的积极影响是通过提升医生线上影响力的机制来实现的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Effects of doctors’ participation in internet live streaming free medical consultations on their benefits: empirical evidence from a quasi-natural experiment

The integration of live streaming into online medical consultation services has introduced an innovative service known as Live Streaming Free Medical Consultations (LSFMC). However, the question about whether the adoption of LSFMC services contributes to an increase in doctors’ benefits or, conversely, potentially diminishes their benefits, remains an unresolved issue. Drawing upon signaling theory, this study constructed a Difference-in-Differences model based on Propensity Score Matching to investigate the impact of LSFMC services on doctors’ online and offline benefits. The findings revealed that doctors’ adoption of LSFMC services significantly increases their benefits from online consultations and offline appointments. Furthermore, doctors’ online activity enhances the effect of LSFMC services on their offline benefits, while their professional titles significantly diminish the positive impact of LSFMC services on online benefits. Additionally, the positive impact of LSFMC services on both doctors’ online and offline benefits is achieved through the mechanism of enhancing doctors’ online influence.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.