醫(yī)患人格相似性對在線醫(yī)療交互效果的影響研究

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Study on the Influence of Doctor-patient Personality Similarity on Online Medical Interaction

GAO Jianqi ZHANG Jiantong ZHANG Yuting

（School of Economics and Management， Tongji University， Shanghai 2Ooo92，China）

Abstract： Based on the Big Five personality theory， interpersonal attraction theory and information quality theory，this study explored the influence of doctor-patient personality similarity on the interaction effect in online medical platform. An OLS model and a Ridge regression model were established for the relationship between doctor-patient personality similarity and the online interaction effect，including five personality dimensions of openness，conscientiousness，extroversion，agreeableness and neuroticism，and the moderating efect of doctor titles and patients’disease risk was further investigated.The empirical results show that doctor-patient personality similarity has a positive and significant impact on the interaction effect. Specifically，the patient's disease risk has a positive moderating effect between doctor-patient personality similarity and interaction effect，while the doctor’s professional title has a negative moderating efect. Among the five personality dimensions，the similarity of openness，extroversion and neuroticism had a positive effect on the doctor-patient interaction，while the similarity of conscientiousness and agreeableness did not show a significant positive effect.This study not only improves the theoretical understanding of online medical interaction，but also provides empirical support for the optimization of online consultation platform and medical policy formulation.

Key word： online medical platform； doctor-patient interaction； doctor-patient personality similarity； doctor patient relationship ；ridge regression

0 引言

隨著社會(huì)的發(fā)展，人們的消費(fèi)水平提高、健康觀念發(fā)生轉(zhuǎn)變，我國正面臨著醫(yī)療資源緊缺和優(yōu)質(zhì)資源分布不均問題，數(shù)據(jù)顯示，雖然醫(yī)生人數(shù)在增長，但依然不能緩解醫(yī)師日均擔(dān)負(fù)的不斷加重。（剩余9340字）