在线医疗平台的价值共创成果如何实现？——多主体互动行为与医疗咨询产品商业价值实现研究

摘要/Abstract

摘要： 在线医疗不仅能够实现医护资源的有效匹配，还有助于缓解局部性资源紧缺而导致的社会问题，有效推动经济和社会福利的发展。由于在线医疗咨询产品属于信任品，存在着无形、异质、信息不对称等问题，导致咨询产品在扩大市场规模和提高收益上面临巨大挑战。本文研究了在线医疗平台多主体互动行为对医疗咨询产品商业价值实现的影响，基于价值共创理论，构建了包括患者、医生、平台的多主体互动模型。利用“好大夫在线”平台的76447条数据，采用负二项回归模型分析了关系型反馈、经济型反馈、支付价格、响应速度和知识共享等多主体互动行为对医疗咨询产品销量的影响。研究结果表明，上述行为均显著正向影响医疗咨询产品销量。平台推荐增强了关系型反馈、响应速度和知识共享的作用，而削弱了经济型反馈和支付价格的作用。理论贡献在于揭示了多主体互动行为对医疗咨询产品商业价值实现的作用机制，识别价格与价值共创的关系，提出了在线医疗平台可持续的商业价值实现模式，为在线医疗平台提升双边用户参与和企业绩效提供了理论依据与实践指导。

关键词: 在线医疗平台, 多主体互动行为, 价值共创, 商业价值实现, 医疗咨询产品

Abstract: Online medical platforms can promote economic and social welfare development because they not only facilitate the efficient matching of medical resources but help alleviate social issues caused by local resource shortages. However, online consultation products can hardy grow in market share and revenue due to their nature as credence goods that are characterized by intangibility, heterogeneity and information asymmetry. This paper examines the impact of multi-stakeholder interactive behaviors on the commercial value realization of online medical consultation products. Based on value co-creation theory, a multi-stakeholder interaction model is constructed. Using data of 76,447 records on “haodf.com”, the study employs a negative binomial regression model to analyze the effects of relational feedback, economic feedback, payment price, response speed, and knowledge sharing on the sales of medical consultation products. The results indicate that these behaviors significantly and positively influence product sales. Platform recommendations enhance the effects of relational feedback, response speed, and knowledge sharing, while diminishing the effects of economic feedback and payment price. The study elucidates the mechanism of how multi-stakeholder interactions impact the commercial value realization of medical consultation products, identifies the relationship between price and value co-creation, and proposes a sustainable business value realization model for online medical platforms, thus providing theoretical and practical guidance for enhancing two-sided user participation and corporate performance on online medical platforms.

Key words: online medical platform, multi-stakeholder interactive behaviors, value co-creation, commercial value realization, medical consultation products

刘刊, 周宏瑞, 金鑫, 孙雪莹. 在线医疗平台的价值共创成果如何实现？——多主体互动行为与医疗咨询产品商业价值实现研究[J]. 管理评论, 2025, 37(7): 154-165.

Liu Kan, Zhou Hongrui, Jin Xin, Sun Xueying. How to Realize Value Co-creation on Online Medical Platforms?—Research on Multi-stakeholder Interactive Behaviors and the Commercial Value Realization of Medical Consultation Products[J]. Management Review, 2025, 37(7): 154-165.

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