报告题目：The influence of professional status and online feedback inonline healthcaremarkets: Disease severity as a moderator
报告人：杨化龙博士（哈尔滨工业大学）
时间：2019年9月9日8:30-9:15
地点：管理学院第三会议室
报告内容摘要：
Purpose: Online healthcaremarkets have become a convenient channel through which patients can consult doctors online. However, patients receive only limited information with which to judge the service quality of doctors due to information asymmetry. The question of how patients make their decision choice online based on recommendation information becomes a vital issue inonline healthcaremarkets. Furthermore, understanding what affects a patient’s decision choice is important for doctors and healthcare organizations so that they can best allocate and optimize their limited resources.
Design/methodology/approach:This paper adopts signaling theory to build a research model to investigate the influences of a doctor’s professional status and online feedback on patient decision choice inonline healthcaremarkets, and it examines the moderating effects of disease severity.To test the paper’s hypotheses, we construct a panel data model using 418 doctors’ data collected over six months from anonline healthcaremarket in China. Then,this paper estimates a fixed-effects (FE) modeland a random-effects model (RE)of patients’ choiceinonline healthcaremarkets.
Findings:The empirical results show that the impact of a doctor’s professional status and online feedback on a patient’s decision choice is substitutable. Moreover, patient disease severity plays a moderating role, i.e., the influence of professional status on a patient with high-severity disease is higher than that of a patient with low-severity disease, while the influence of online feedback on a patient with low-severity disease is higher than that of a patient with high-severity disease. In addition, we find that disease severity negatively moderates the substitute relationship between professional status and online feedback on a patient’s decision choice.
Originality/value:These findings not only contribute to researchon online healthcaremarketsbut also help us understand the importance of recommendation information on a patient’s choice when seeking a doctor online.
欢迎有兴趣的教师，全体博士生、硕士生参加。
学院高层次人才引进办公室
2019-9-4
【杨化龙个人简介】
杨化龙博士，毕业于哈尔滨工业大学，香港城市大学访问学者。从事电子健康和在线医疗研究多年，在管理信息系统知名期刊Decision Support Systems、Electronic Commerce Research and Application、Journal ofElectronic Commerce Research、Journal ofMedical Internet Research、Telemedicine and e-Health、管理科学、亚太管理信息系统国际会议(PACIS)、管理科学与工程国际会议(ICMSE)等国内外知名学术期刊及学术会议发表多篇学术论文。
