健康科普文章的医患共同语言对医生在线问诊服务绩效的影响研究

摘要/Abstract

摘要： 在线健康社区（OHCs）是我国互联网医疗消费和健康知识传播的重要场景，然而以往研究通常将在线问诊和健康科普视为两个独立的研究问题，针对二者潜在关联的研究较为有限。鉴于此，本研究在社会资本理论框架下引入信号传递视角构建研究模型，通过机器学习方法从OHCs平台数据中筛选细粒度的研究数据，并基于自然语言处理技术提取出反映医生健康科普文章易懂性的“医患共同语言”变量，考察其如何对医生在线服务绩效产生影响。结果发现，健康科普文章中的医患共同语言对医生在线问诊服务绩效产生积极影响，而且医患互惠反馈在这一过程中发挥中介作用，同时医生的职业资历显著调节医患互惠反馈对医生在线问诊服务绩效的影响。研究结果不仅扩展了社会资本理论的内涵与解释范畴，而且为医生如何提供优质科普知识以及在线健康社区的高效运营等提供了重要的实践启示。

关键词: 医患共同语言, 在线问诊服务绩效, 医患互惠反馈, 职业资历, 社会资本理论

Abstract: Online health communities (OHCs) are an important platform for internet-based medical services and knowledge dissemination in health education in China. However, previous studies often treat online consultation and health promotion as two separate research questions, with limited research on their potential associations. Given this research gap, this study constructs a research model by integrating the signaling perspective within the framework of social capital theory and employs text mining and statistical modeling methods to explore the multidimensional effects of physicians’ social capital in the context of health knowledge popularization in OHCs, and examine how it affects physicians’ online service performance. For sample selection, this study takes China’s most representative online health community platform (HaoDF Online) as the research context and obtains abundant research data from it. The researchers first train text classification models using machine learning methods to automatically identify the topics of doctors’ popular science articles, which greatly improves the accuracy and coverage of sample selection. Next, this study employs word vector techniques to compare the similarity between doctors’ health popular science articles and patients’ consultation text, and quantitatively extracts the “doctor-patient shared language” variable that reflects the readability of physicians’ health popular science articles. Based on the above work, this study constructs an empirical dataset with accurate mapping relationships between popular science article topics and online consultation diseases, which lays the data foundation for subsequent fine-grained causal relationship verification. Finally, this study adopts multi-level regression models to simultaneously examine the interaction effects among independent, mediating and moderating variables. The results show that doctors’ use of doctor-patient shared language in health popular science writing has a positive impact on their online consultation volume, and doctor-patient reciprocal feedback mediates this process. Furthermore, doctors’ professional qualifications can significantly moderate the effect of doctor-patient reciprocal feedback on online consultation volume. These findings extend the theoretical connotation and interpretation of social capital theory. They also provide important references for doctors to provide high-quality popular science knowledge and promote efficient OHCs operation.

Key words: doctor-patient shared language, physicians’ online service performance, doctor-patient reciprocal feedback, professional qualifications, social capital theory

江红艳, 孙雪凌, 张梦婷, 刘恬. 健康科普文章的医患共同语言对医生在线问诊服务绩效的影响研究[J]. 管理评论, 2026, 38(8): 188-200.

Jiang Hongyan, Sun Xueling, Zhang Mengting, Liu Tian. The Impact of Doctor-Patient Shared Language in Health Popular Science Articles on Physicians’ Online Service Performance[J]. Management Review, 2026, 38(8): 188-200.

参考文献

[1] 孙悦,张向先,韩晓宏. 在线医疗社区知识贡献行为的关键影响因素识别与分析[J]. 图书情报工作, 2018,62(11):43-52 Sun Y., Zhang X. X., Han X. H. An Analysis on the Critical Influencing Factors of the Knowledge-contributing Behavior of Online Health Communities[J]. Library and Information Service, 2018,62(11):43-52
[2] 张泽洪,熊晶晶. 互联网医疗服务供给的主体驱动因素[J]. 河海大学学报(哲学社会科学版), 2022,24(1):38-46 Zhang Z. H., Xiong J. J. Subject Driving Factors of Supply of Internet Medical Services[J]. Journal of Hohai University (Philosophy and Social Sciences), 2022,24(1):38-46
[3] 莫敏,匡宇扬,朱庆华,等. 在线问诊信息用户采纳意愿的影响因素研究[J]. 现代情报, 2022,42(6):57-68 Mo M., Kuang Y. Y., Zhu Q. H., et al. Research on the Influencing Factors of Users' Intention to Adopt Online Medical Consultation Information[J]. Journal of Modern Information, 2022,42(6):57-68
[4] Meng F., Zhang X., Liu L., et al. Converting Readers to Patients? From Free to Paid Knowledge-Sharing in Online Health Communities[J]. Information Processing & Management, 2021,58(3):102490
[5] Li J., Tang J., Jiang L., et al. Economic Success of Physicians in the Online Consultation Market: A Signaling Theory Perspective[J]. International Journal of Electronic Commerce, 2019,23(2):244-271
[6] Zhang Y., Li X., Fan W. User Adoption of Physician's Replies in an Online Health Community: An Empirical Study[J]. Journal of the Association for Information Science and Technology, 2020,71(10):1179-1191
[7] 尹建华,王玉荣. 资源外包网络的进化:一个社会网络的分析方法[J]. 南开管理评论, 2005,8(6):75-79 Yin J. H., Wang Y. R. Research on the Evolution of Outsourcing Network: A Research Based on Social Network Theory[J]. Nankai Business Review, 2005,8(6):75-79
[8] Wang S., Noe R. A. Knowledge Sharing: A Review and Directions for Future Research[J]. Human Resource Management Review, 2010,20(2):115-131
[9] 王淑敏,王涛. 积累社会资本何时能提升企业自主创新能力——一项追踪研究[J]. 南开管理评论, 2017,20(5):131-143 Wang S. M., Wang T. When Firm's Social Capital will Improve the Endogenous Innovation Capability? A Longitudinal Study[J]. Nankai Business Review, 2017,20(5):131-143
[10] 赵玲,鲁耀斌,邓朝华. 基于社会资本理论的虚拟社区感研究[J]. 管理学报, 2009,6(9):1169-1175 Zhao L., Lu Y. B., Deng Z. H. A Study on Sense of Virtual Community Based on Social Capital Theory[J]. Chinese Journal of Management, 2009,6(9):1169-1175
[11] Adler P. S., Kwon S. W. Social Capital: Prospects for a New Concept[J]. Academy of Management Review, 2002,27(1):17-40
[12] 彭昱欣,邓朝华,吴江. 基于社会资本与动机理论的在线健康社区医学专业用户知识共享行为分析[J]. 数据分析与知识发现, 2019,3(4):63-70 Peng Y. X., Deng Z. H., Wu J. Analysis of Knowledge Sharing Behavior of Medical Professional Users in Online Health Communities Based on Social Capital and Motivation Theory[J]. Data Analysis and Knowledge Discovery, 2019,3(4):63-70
[13] 付少雄,朱梦蝶,郑德俊,等. 基于社会资本理论的在线医疗社区医生知识贡献行为动因研究[J]. 情报资料工作, 2022,43(3):67-74 Fu S. X., Zhu M. D., Zheng D. J., et al. Research on the Behavior Motivation of Doctors' Knowledge Contribution in Online Medical Community Based on Social Capital Theory[J]. Information and Documentation Services, 2022,43(3):67-74
[14] 陈明红,漆贤军. 社会资本视角下的学术虚拟社区知识共享研究[J]. 情报理论与实践, 2014,37(9):101-105 Chen M. H., Qi X. J. Research on the Knowledge Sharing of Academic Virtual Community from the Perspective of Social Capital[J]. Information Studies: Theory & Application, 2014,37(9):101-105
[15] 刘海鑫,刘人境,李圭泉. 社会资本、技术有效性与知识贡献的关系研究——基于企业虚拟社区的实证研究[J]. 管理评论, 2014,26(12):10-19 Liu H. X., Liu R. J., Li G. Q. Research on the Relationship among Social Capital, Information Technology and Knowledge Contribution: An Empirical Analysis Based on Firm-hosted Virtual Community[J]. Management Review, 2014,26(12):10-19
[16] 张璐,张鹏翼. 线上线下社会资本与社会化问答行为的关系研究——以知乎医学和健康话题为例[J]. 图书情报工作, 2017,61(17):84-90 Zhang L., Zhang P. Y. The Relationship between Online/Offline Social Capital and User Behavior in Social Q&A: The Case of Medical and Health Topics in Zhihu[J]. Library and Information Service, 2017,61(17):84-90
[17] Spence M. Job Market Signaling[J]. The Quarterly Journal of Economics, 1973,87(3):355-374
[18] 马钦海,赵佳,张跃先,等. C2C环境下顾客初始信任的影响机制研究:网上购物经验的调节作用[J]. 管理评论, 2012,24(7):70-81 Ma Q. H., Zhao J., Zhang Y. X., et al. A Research on the Formation Mechanism of Customers' Initial Trust under C2C Environment: The Moderation Effect of Online Shopping Experience[J]. Management Review, 2012,24(7):70-81
[19] 姜劲,白闪闪,王云婷,等. 线上和线下医疗服务质量对患者线下就医决策的影响[J]. 管理科学, 2020,33(1):46-53 Jiang J., Bai S. S., Wang Y. T., et al. Influence of Online and Offline Medical Service Quality on Patients' Offline Medical Decision-making[J]. Journal of Management Science, 2020,33(1):46-53
[20] Wittink H., Oosterhaven J. Patient Education and Health Literacy[J]. Musculoskeletal Science and Practice, 2018,38:120-127
[21] 左文明,王旭,樊偿. 社会化电子商务环境下基于社会资本的网络口碑与购买意愿关系[J]. 南开管理评论, 2014,17(4):140-150 Zuo W. M., Wang X., Fan C. Relationship between Electronic Word of Mouth and Purchase Intention in Social Commerce Environment: A Social Capital Perspective[J]. Nankai Business Review, 2014,17(4):140-150
[22] Tsai W., Ghoshal S. Social Capital and Value Creation: The Role of Intrafirm Networks[J]. Academy of Management Journal, 1998,41(4):464-476
[23] 唐晓波,李新星. 社会化问答社区知识共享机制的系统动力学仿真研究[J]. 情报科学, 2018,36(3):125-129 Tang X. B., Li X. X. Research on System Dynamics Simulation of Knowledge Sharing Mechanism in Social Q&A Community[J]. Information Science, 2018,36(3):125-129
[24] 周涛,檀齐. 基于社会资本理论的知识付费用户行为机理研究[J]. 现代情报, 2017,37(11):46-50 Zhou T., Tan Q. Research on the Behavior Mechanism of Knowledge Payment Users Based on Social Capital Theory[J]. Journal of Modern Information, 2017,37(11):46-50
[25] 李佳宾,朱秀梅,汤淑琴. 知识共享研究述评与未来展望[J]. 情报科学, 2019,37(5):166-172 Li J. B., Zhu X. M., Tang S. Q. Review and Future Prospects of Knowledge Sharing Research[J]. Information Science, 2019,37(5):166-172
[26] 潘越,贾淑娴,陈翔梧,等. 循证科普:如何保证健康科普创作的科学性[J]. 科普研究, 2019,14(5):102-107 Pan Y., Jia S. X., Chen X. W., et al. Evidence-based Health Popularization: How to Ensure the Scientific Nature of Health Popularization Creation[J]. Studies on Science Popularization, 2019,14(5):102-107
[27] 陆泉,李畅,刘婷,等. 在线医患沟通中的知识不对称研究[J]. 信息资源管理学报, 2021,11(1):90-97 Lu Q., Li C., Liu T., et al. Research on the Knowledge Asymmetry in Online Doctor-Patient Communication[J]. Journal of Information Resources Management, 2021,11(1):90-97
[28] 赵杨,袁析妮,李露琪,等. 基于社会资本理论的问答平台用户知识付费行为影响因素研究[J]. 图书情报知识, 2018,35(4):15-23 Zhao Y., Yuan X. N., Li L. Q., et al. The Impact Factors of Users' Paying Behavior for Knowledge on Social Q&A Platform Based on Social Capital Theory[J]. Documentation, Information & Knowledge, 2018,35(4):15-23
[29] 曹博林,王一帆. 沟通弥合与患者感知:基于链式中介模型的线上医患交流效果研究[J]. 现代传播(中国传媒大学学报), 2020,42(8):54-63 Cao B. L., Wang Y. F. Communication Bridging and Patient Perception: Research on the Effectiveness of Online Doctor-Patient Communication Based on a Chain Mediation Model[J]. Modern Communication (Journal of Communication University of China), 2020,42(8):54-63
[30] 余梦婷,于善志,林立红. 人称视角对二语情感加工的影响研究[J]. 现代外语, 2021,44(5):681-693 Yu M. T., Yu S. Z., Lin L. H. The Influence of Person Perspectives on L2 Affective Processing[J]. Modern Foreign Languages, 2021,44(5):681-693
[31] 黄程松,张晋朝,朱琰,等. 交流可见度视角下用户健康知识采纳行为影响因素研究[J]. 信息资源管理学报, 2022,12(5):53-62 Huang C. S., Zhang J. C., Zhu Y., et al. Research on Influencing Factors of Users' Health Knowledge Adoption Behavior from the Perspective of Communication Visibility[J]. Journal of Information Resources Management, 2022,12(5):53-62
[32] 李论,尹秋菊,颜志军. 医生线上-线下服务评价对患者在线问诊选择的影响研究[J]. 管理学报, 2022,19(4):565-574 Li L., Yin Q. J., Yan Z. J. The Impacts of Online-Offline Doctor Service Evaluation on Patients' Online Consultation Choice[J]. Chinese Journal of Management, 2022,19(4):565-574
[33] 王浩,刘汕,高宝俊. 医生开通个人网站对患者评论量的影响研究[J]. 管理学报, 2018,15(6):901-907 Wang H., Liu S., Gao B. J. A Study on the Influence of Doctor Personal Website Opening on Patients' Review Volume[J]. Chinese Journal of Management, 2018,15(6):901-907
[34] Carey S., Lawson B., Krause D. R. Social Capital Configuration, Legal Bonds and Performance in Buyer-Supplier Relationships[J]. Journal of Operations Management, 2011,29(4):277-288
[35] Surma J. Social Exchange in Online Social Networks. The Reciprocity Phenomenon on Facebook[J]. Computer Communications, 2016,73:342-346
[36] 曾宇颖,郭道猛. 基于信任视角的在线健康社区患者择医行为研究——以好大夫在线为例[J]. 情报理论与实践, 2018,41(9):96-101 Zeng Y. Y., Guo D. M. Patients' Behavior of Selecting Physicians in Online Health Community Based on Trust Perspective: Taking the Website of www. haodf. com as an Example[J]. Information Studies: Theory & Application, 2018,41(9):96-101
[37] 曹仙叶,刘嘉琪. 基于服务多样性视角的在线医疗社区患者选择决策行为[J]. 系统管理学报, 2021,30(1):76-87 Cao X. Y., Liu J. Q. Patient Choice Decision Behavior in Online Medical Community from the Perspective of Service Diversity[J]. Journal of Systems & Management, 2021,30(1):76-87
[38] Qiao W., Yan Z., Wang X. Join or Not: The Impact of Physicians' Group Joining Behavior on Their Online Demand and Reputation in Online Health Communities[J]. Information Processing & Management, 2021,58(5):102634
[39] 杜刚,黄莉媛,徐兴娟. 具有持续使用行为患者择医偏好多样性的就医推荐模型[J]. 系统管理学报, 2024,33(3):667-685 Du G., Huang L. Y., Xu X. J. Medical Recommendation Model Considering Patient Preference Diversity with Persistent Use Behavior[J]. Journal of Systems & Management, 2024,33(3):667-685
[40] 李嘉,唐洁,蒋玲,等. 在线健康咨询市场中的价格溢价研究[J]. 管理科学, 2018,31(1):15-32 Li J., Tang J., Jiang L., et al. Price Premiums in the Online Health Consultation Market[J]. Journal of Management Science, 2018,31(1):15-32
[41] 魏洁,杨正玲. 患者、医生和系统产生内容对患者择医行为的影响[J]. 管理科学, 2022,35(4):44-56 Wei J., Yang Z. L. Influence of Patient-Generated, Doctor-Generated, and System-Generated Content on Patients' Behavior of Selecting Doctors[J]. Journal of Management Science, 2022,35(4):44-56
[42] Yang H., Guo X., Wu T. Exploring the Influence of the Online Physician Service Delivery Process on Patient Satisfaction[J]. Decision Support Systems, 2015,78:113-121
[43] Cao X., Liu Y., Zhu Z., et al. Online Selection of a Physician by Patients: Empirical Study from Elaboration Likelihood Perspective[J]. Computers in Human Behavior, 2017,73:403-412
[44] Huang K. Y., Chengalur-Smith I., Pinsonneault A. Sharing Is Caring: Social Support Provision and Companionship Activities in Healthcare Virtual Support Communities[J]. MIS Quarterly, 2019,43(2):395-423
[45] 肖娴,邱凌云,庞隽. 文化产品评论主题对有用性影响的跨文化研究[J]. 管理评论, 2025,37(2):163-174 Xiao X., Qiu L.Y., Pang J. A Cross-cultural Study on the Influence of Textual Topics on Review Helpfulness of Cultural Products[J]. Management Review, 2025,37(2):163-174
[46] Lu F., Wang X., Huang X. Counseling for Health: How Psychological Distance Influences Continuance Intention Towards Mobile Medical Consultation[J]. International Journal of Environmental Research and Public Health, 2023,20(3):1718
[47] 张兆国,靳小翠,李庚秦. 企业社会责任与财务绩效之间交互跨期影响实证研究[J]. 会计研究, 2013,(8):32-39 Zhang Z. G., Jin X. C., Li G. Q. An Empirical Study on the Interactive and Inter-temporal Influence between Corporate Social Responsibility and Corporate Financial Performance[J]. Accounting Research, 2013,(8):32-39
[48] 沈红波,华凌昊,许基集. 国有企业实施员工持股计划的经营绩效:激励相容还是激励不足[J]. 管理世界, 2018,34(11):121-133 Shen H. B., Hua L. H., Xu J. J. Performance of State-owned Enterprises Carrying out Employee Stock Option Plan: Incentive Compatibility or Deficiency?[J]. Journal of Management World, 2018,34(11):121-133
[49] 侯珂,李鑫浩,阮添舜. 创新生态系统不确定性条件下后发企业何以实现颠覆性创新——基于SOR模型的动态能力中介作用[J]. 科技进步与对策, 2024,41(8):44-54 Hou K., Li X. H., Ruan T. S. How can the Latecomer Enterprises Achieve Disruptive Innovation under the Uncertain Condition of the Innovation Ecosystem? The Mediating Effect of Dynamic Ability Based on SOR Model[J]. Science & Technology Progress and Policy, 2024,41(8):44-54
[50] Tofighi D., Kelley K. Indirect Effects in Sequential Mediation Models: Evaluating Methods for Hypothesis Testing and Confidence Interval Formation[J]. Multivariate Behavioral Research, 2020,55(2):188-210
[51] Zhou J., Kishore R., Amo L., et al. Description and Demonstration Signals as Complements and Substitutes in an Online Market for Mental Health Care[J]. MIS Quarterly, 2022,46(4):2055-2084
[52] 杨善林,丁帅,顾东晓,等. 医疗健康大数据驱动的知识发现与知识服务方法[J]. 管理世界, 2022,38(1):219-229 Yang S. L., Ding S., Gu D. X., et al. Healthcare Big Data Driven Knowledge Discovery and Knowledge Service Approach[J]. Journal of Management World, 2022,38(1):219-229