市场营销-网络问诊医生问诊量的影响因素研究——基于微医平台的分析论文.docx

网络问诊医生问诊量的影响因素研究 ——基于微医平台的分析 【摘要】人们生活日益便捷和互联网技术的发展，在医疗领域需求的不断增长和医疗服务的发展，促进了网络问诊平台的快速发展。使用和利用好网络问诊能够合理配置医疗资源，方便了患者也提高医院的服务质量。那么提高在线问诊平台的用户粘性，对资源分配和提升医生的问诊量都具有重要研究意义。本文以移动医疗 app微医为例，探究何种因素影响用户对医生的选择意愿。本文通过各种文献收集分析，结合了信任理论、感知理论、需求理论和从众理论，以及运用收集微医app的医生有效信息进行实证分析和用问卷调查法进行数据的分析，对提出的几个因素所属城市、医院等级、医生职称、用户评价，回复速度、问诊价格进行假设，探讨因素是否与问诊量有影响，一一进行分析的出结果，也分析因素之间的相关性的分析，发现信任因素影响较小，需求和感知理论影响较大，从众理论也有影响。最后，将得出的结果进行总结，并且将基于上述数据结果提出了提升医生问诊量的建议。 【关键词】网络问诊；医生问诊量；信任理论  A study on the influencing factors of the amount of doctors consultation on the Internet ——Analysis based on micro medical platform [Abstract] With the rapid development of Internet technology, the growing demand in the medical field and the development of medical services, the rapid development of online consultation platform has been promoted. Using and making good use of network consultation can reasonably allocate medical resources, facilitate patients and improve hospital service quality. Therefore, to improve the user stickiness of the online consultation platform is of great significance to the resource allocation and the promotion of doctors consultation volume. This paper takes micro medicine of mobile medical app as an example to explore what factors affect users willingness to choose doctors. Through the collection and analysis of various literatures, combining the trust theory, perception theory, demand theory and conformity theory, and using the effective information of doctors collected from micro medical app for empirical analysis and questionnaire survey for data analysis, this paper hypothesizes and explores the following factors: City, hospital level, doctor title, user evaluation, response speed and consultation price It is found that the influence of trust factor is small, the influence of demand and perception theory is large, and the conformity theory is also influential. Finally, the results are summarized, and based on the above data, suggestions are put forward to improve the number of doctors. [K