医患人格相似性对在线医疗交互效果的影响研究

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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

随着社会的发展，人们的消费水平提高、健康观念发生转变，我国正面临着医疗资源紧缺和优质资源分布不均问题，数据显示，虽然医生人数在增长，但依然不能缓解医师日均担负的不断加重。（剩余9340字）