关键词:

在线医疗平台, 医生团队, 服务绩效, 信号理论

Abstract:

Based on the signaling theory, this paper seeks to thoroughly investigate the direct impact of demonstration signal and description signal released by team behaviors of physicians on individual service performance in the online healthcare context. Concurrently, it explores the potential interaction between these two types of signals. The panel data of 34324 physicians over four months were collected from the Good Doctor online platform, and hypotheses were tested using a panel negative binomial model. The results indicate that both team demonstration signal and team description signal positively influence the individual service performance of physicians. Moreover, these two signals exhibit a substitutive relationship rather than a complementary one in affecting the service performance of physicians. Additionally, compared to physicians with higher clinical titles, less experienced physicians do not have effective improvement in individual performance by providing team service channels. The research findings offer practical guidance for improving the functionality of online medical platforms and enhancing the performance of physicians.

Key words:

online medical platform, physician team, service performance, signaling theory