%0期刊文章%@ 1438- 8871% I JMIR出版物%V 19卡塔尔世界杯8强波胆分析% N 12% P e427% T了解在线医疗保健社区奖励和医生贡献之间的非线性因果关系:重庆邮电大学经济管理学院电子商务与物流重点实验室，重庆市南岸区南山街崇文路2号，邮编:400065,86 15696064087yhy188@gmail.com %K在线医疗社区%K医生在线贡献%K心理奖励%K物质奖励%D 2017 %7 21.12.2017 %9原创论文%J J医学互联网Res %G英文%X背景:在线医疗社区不仅仅是一个供公众分享医生评论或医学知识的地方，也是一个医患交流的平台。发展中国家的医疗资源相对不足，在线医疗社区是缓解农村地区医院排长队和医疗资源匮乏现象的潜在解决方案。然而，在线医疗社区的成功依赖于医生的在线贡献。目的:本研究旨在探讨网络健康社区中激励机制对医生在线贡献行为的影响。我们探讨了以下问题:(1)来自哪个专业领域的医生更有可能参与在线医疗社区活动，(2)影响医生在线贡献的因素是什么，(3)心理和物质奖励等激励机制是否导致医生在线贡献的差异?方法:我们设计了一项纵向研究，涉及三波数据样本。所有数据均来自好医生网站，这是中国最大的在线医疗社区。我们首先使用描述性统计来全面调查医生在线捐款行为。 Then multiple linear and quadratic regression models were applied to verify the causal relationship between rewards and physician online contribution. Results: Our sample included 40,300 physicians from 3607 different hospitals, 10 different major specialty areas, and 31 different provinces or municipalities. Based on the multiple quadratic regression model, we found that the coefficients of the control variables, past physician online contributions, doctor review rating, clinic title, hospital level, and city level, were .415, .189, –.099, –.106, and –.143, respectively. For the psychological (or material) rewards, the standardized coefficient of the main effect was 0.261 (or 0.688) and the standardized coefficient of the quadratic effect was –0.015 (or –0.049). All estimates were statistically significant (P<.001). Conclusions: Physicians with more past physician online contribution, with higher review ratings, coming from lower level clinics, not coming from tertiary hospitals, and not coming from big cities were more willing to participate in online health care community activities. To promote physician online contribution, it is necessary to establish an appropriate incentive mechanism including psychological and material rewards. Finally, our findings suggest two guidelines for designing a useful incentive mechanism to facilitate physician online contribution. First, material reward is more useful than psychological reward. Second, as indicated by the concave-down-increasing causal relationship between rewards and physician online contribution, although an appropriate reward is effective in encouraging willingness on the part of physicians to contribute to the online health care community, the effect of additional rewards is limited. %M 29269344 %R 10.2196/jmir.9082 %U //www.mybigtv.com/2017/12/e427/ %U https://doi.org/10.2196/jmir.9082 %U http://www.ncbi.nlm.nih.gov/pubmed/29269344