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| Understanding Physician Participation in Online Health Communities Based on Polynomial Regression and Response Surface Analysis |
| CHEN Qin，QIU Yue，JIN Jiahua，YAN Xiangbin |
| 1.Northwest University, Xi’an, China; 2. University of Science and Technology Beijing, Beijing, China; 3. Guangdong University of Foreign Studies, Guangzhou, China |
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Abstract Drawing on Self-determination Theory and Yerkes-Dodson Law, this study examines how social returns and economic returns affect physicians’ community participation, private content contribution and public content contribution. By employing polynomial regression and response surface analysis on secondary data, the results reveal that there exists an inverted U-shaped relationship between social returns and economic returns and both community participation and private content contribution. In contrast, a U-shaped relationship is observed between social, economic returns and public content contribution. Specifically, when social and economic returns are consistent, the joint effect exhibits a negative curvilinear relationship with physicians’ community participation and private content contribution, and a positive curvilinear relationship with public content contribution. However, when social and economic returns are inconsistent, the joint effects exhibit a negative linear relationship with physicians’ community participation and public content contribution.
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Received: 21 May 2024
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