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| Factors Affecting Doctors’ Multi-Homing Usage Preference Towards Online Medical Platforms |
| YAN Zhijun，SONG Xiuwei，JIA Lin |
| Beijing Institute of Technology, Beijing, China |
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Abstract Based on the Big Five model and motivation theory, this study focuses on the multihoming usage behavior of doctors in multiple online medical platforms, using data from the two online consultation platforms with the largest number of doctors, and empirically studies the influence of inbounding capacity of the three platforms on doctors’ multihoming usage preference and the moderating effects of individual characteristics of doctors. The results showed that lower patient diversity and higher patient concentration of the platform inbounding encouraged doctors to increase their preference for consultation on the platform. There was a quadratic relationship between the number of patients treated by platform inbounding and doctors’ preference for consultation, which first flattened and then decreased. In addition, the different personality and professional status of doctors have different moderating effects on the relationship between the diversity of patients with platform inbounding, the concentration degree of patients with platform inbounding, the number of patients with platform inbounding and doctors’ preference for consultation.
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Received: 13 December 2021
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