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

摘要：

基于信号理论，旨在深入探究在线医疗情境下医生团队服务行为和团队披露行为分别释放的演示信号与描述信号对医生个人服务绩效的直接影响，同时关注两种信号的潜在交互作用。采集好大夫在线平台中34 324名医生4个月的面板数据，利用面板负二项模型验证假设。结果表明：团队演示信号和团队描述信号积极影响医生个人服务绩效，且两种信号在医生服务绩效影响方面呈现替代关系而非互补关系。此外，与临床职称较高的医生相比，资历尚浅的医生开通团队接诊的行为并不能有效提高个人绩效。研究结论能够为在线医疗平台完善功能、医生提高绩效提供实践指导。

关键词:

在线医疗平台, 医生团队, 服务绩效, 信号理论