基于在线医疗社区的医患交互机制研究

项目名称： 基于在线医疗社区的医患交互机制研究

项目编号： No.71471048

项目类型： 面上项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 郭熙铜

作者单位： 哈尔滨工业大学

项目金额： 60万元

中文摘要： 我国医疗资源紧缺问题日益突出，如何有效地分配和使用医疗资源至关重要。在线医疗社区为解决这一问题提供了有效途径。区别于传统医疗，在线医患互动具有不受时空限制、交互过程公开等特点，对实现医患的互利共赢和促进在线医疗社区的发展产生重要影响。基于在线医疗社区，本研究拟从三个专题展开：①医生名誉机制对患者选择医生服务的影响研究；②医生参与医患交互的激励机制研究；③医生付出(精力和时间)与服务价格的调节机制研究。拟运用定性和定量相结合的研究方法，从多角度、多数据源对在线医疗社区中医患交互机制进行全面系统研究。在理论上探讨在线医疗社区中信任商品和反馈信息对患者选择的作用机理，以及医生社会资本投资流程对公开环境中志愿式和报酬式知识共享的影响，为今后对在线医疗社区的研究提供基础理论和方法。这些理论和方法可以有效地促进医患交流，从而改善医患关系，为广泛且高效地分配稀缺的专业医疗资源提供理论基础和实践指导。

中文关键词： 在线医疗社区；医患交互；反馈机制；知识共享；激励机制

英文摘要： With the increasing dilemma of rapid demand for healthcare services but limited resources in China, how to allocoate and use healthcare resources for a broad population has become a prevalent issue. Online healthcare community is regarded as a potential ICT solution. Different than traditional healthcare, doctor patient interaction is free of time and space limitation and is exposed to the whole community. These characteristics are key to achieving a doctor patient win win mode and, hence, community development in the long term.This proposal will explore three research issues in the online healthcare commuity context: 1) Examine the impact of doctors' reputation mechanism on patients' choice for doctor services; 2) Examine the mechanism of motivating doctors to interact with patients; 3) Examine the mechanism that doctors balance their effort and service price to maximize their online value. Employing a Qualitative-Quantitative mixed methods approach, we systematically investigate doctor patient interaction dynamics from multiple aspects based on multiple data resources. The proposal is expected to contribute to online healthcare community literature through exploring thoery and methods related to: a) mechanism of patient's choice for trust products (services) through doctor's online offline information; b)impact of doctors' social capital investment process to their knowledge sharing bahavior in public visibilty context. These theories and methods will help communication and interaction between doctors and patients, hence improving doctor patient relationships, and ultimately provide implications for allocating scarce healthcare resources to a broader population with effectiveness and efficiency.

英文关键词： Online Healthcare Community;Doctor Patient Interaction;Feedback Mechanism;Knowledge Sharing;Incentive Mechanism