The effects of physician’s brand positioning on diagnostic dispensing continuity and cross-provincial healthcare flow: Evidence from an online traditional Chinese medicine community

IF 5.9 3区管理学 Q1 BUSINESS Electronic Commerce Research and Applications Pub Date : 2024-11-01 DOI:10.1016/j.elerap.2024.101462

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Abstract

Given the dilemma of inheriting and protecting Traditional Chinese Medicine (TCM), online personal branding can be an effective solution for TCM physicians to promote themselves and provide patients with better choices. However, there is a lack of understanding of the antecedents and consequences of TCM physicians’ brand value on online traditional Chinese medicine community (OTCMC). This paper empirically investigates the influences of physician brand positioning on brand value and added value, and examines the moderating effects of service quality and TCM regional disparity. Our results show that physicians on OTCMC could increase their brand value and added value by improving professional level, service price, and integration degree of four diagnostic methods. Moreover, service quality and TCM regional disparity positively moderate these effects. Our research contributes to the OTCMC literature and provides practical implications for TCM physicians to create brand value in online environment.

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医生品牌定位对诊断配药连续性和跨省医疗流动的影响：来自在线中医社区的证据

在中医药传承与保护两难的情况下，网络个人品牌可以成为中医师宣传自己、为患者提供更好选择的有效解决方案。然而，人们对中医师品牌价值对在线中医社区（OTCMC）的前因和后果缺乏了解。本文实证研究了医生品牌定位对品牌价值和附加值的影响，并考察了服务质量和中医地区差异的调节作用。结果表明，OTCMC 上的医生可以通过提高专业水平、服务价格和四种诊断方法的整合程度来增加其品牌价值和附加值。此外，服务质量和中医地区差异对这些效应有正向调节作用。我们的研究为 OTCMC 文献做出了贡献，并为中医师在网络环境中创造品牌价值提供了实践意义。

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.