The Impact of Individual and Organizational Reputation on Physicians' Appointments Online
The Impact of Individual and Organizational Reputation on Physicians' Appointments Online
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个人和组织声誉对在线医生预约的影响
DOI：
10.1080/10864415.2016.1171977
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发表时间：
2016-01-01
影响因子：
5
通讯作者：
Wu, Tianshi
中科院分区：
文献类型：
--
作者：
Liu, Xiaoxiao;Guo, Xitong;Wu, Tianshi
关于声誉在在线医疗市场社区中的影响，尤其是从多层次和跨层次的角度进行的研究还不足。基于先前对个人和组织声誉的研究，我们对在线医疗市场社区中医生绩效的多层次和跨层次声誉决定因素提出了假设。我们使用分层线性模型，分析了中国一个在线医疗市场社区中660家医院的47182名医生的数据，以检验我们的假设。我们的研究结果表明，医生的预约数量与其个人的线下和线上声誉以及其所在医院的线下和线上声誉呈正相关。我们还发现，组织声誉调节了个人声誉与医生绩效之间的关系，具体而言，医院的线下声誉提高了医生线上声誉在促进医生预约数量方面的重要性。然而，医院的线上声誉增强了医生线下声誉与预约数量之间的关系。我们的研究对现有的声誉理论和信号传递理论有所贡献，同时也为医生提供了有效提高其绩效的指导方针。
Insufficient research exists on the impact of reputation in online health-care market communities, especially from the multilevel and cross-level perspectives. Based on prior research on individual and organizational reputation, we hypothesize multilevel and cross-level reputation determinants of physicians' performance in online health-care market communities. Using hierarchical linear modeling, we analyzed the data of 47,182 physicians from 660 hospitals in a Chinese online health-care market community to test our hypotheses. Our results suggest that the number of physicians' appointments is positively associated with their individual offline and online reputations, as well as the offline and online reputation of the hospital in which the physicians work. We also find that organizational reputation moderates the relationship between an individual's reputation and a physician's performance, in such a way that the hospital's offline reputation increases the importance of physicians' online reputation in promoting the number of physicians' appointments. However, the hospital's online reputation enhances the relationship between physicians' offline reputation and the number of appointments. Our study contributes to existing theories of reputation and the signaling theory, and also provides physicians with guidelines that support them in effectively improving their performance.