医生的信息-情感交互模式对移动问诊服务满意度的影响——基于“激励-保健”理论的分析

doi:10.16381/j.cnki.issn1003-207x.2019.09.010

摘要/Abstract

摘要： 移动问诊服务日益成熟，但患者满意度仍有待提高。现有研究对医患交互过程关注不足，且忽略患者不满意评价的影响因素。为此，本文引入"激励-保健"理论视角，研究医生的信息-情感交互模式对移动问诊服务满意及不满的影响机制。本文筛选国内某领先移动问诊平台中的300次医患沟通记录，采用"先定性后定量"的混合研究方法对数据进行分析。其中，定性研究旨在识别医生交互模式的细分维度，定量研究则用于提出并验证不同交互模式与患者满意及不满的关系。研究发现，医生的信息交互模式是移动问诊服务满意度的保健因素，而情感交互模式是激励因素。结论丰富了移动问诊服务患者满意度的研究框架，对改善医生行为和医疗服务APP设计提供了指导。

关键词: 移动问诊, 患者满意及不满, 医生交互模式, 医疗服务质量, 激励-保健因素

Abstract: Mobile consultation service allows patients to acquire timely health guidance from doctors via mobile devices. While its rapid growth in the past owes to its advantages over traditional face-to-face consultation in convenience, high efficiency, and low cost, its future development dependents on the continuous improvement of patients' satisfaction.
Extant research on patients' satisfaction towards mobile consultation service has been focused on antecedents such as technology adoption and patients' trust, few research had paid attention to the interaction modes between patients and doctors, which is considered as a key factor for patients' satisfaction towards mobile consultation service.In fact, lacking of facial and body language, asynchronous communication, and more knowledgeable patients have posed new challenges to the interaction modes between patients and doctors in the mobile context. Besides, most literature explained the factors that lead to patients' satisfaction, but ignored the reasons that caused patients' dissatisfaction.
In order to provide a more complete understanding on the antecedences of patients' satisfaction and dissatisfaction, this work draws on the motivation-hygiene theory, and aims to answer the following two research questions:(1) What are the characteristics of the informative and emotional interaction modes of doctors in the mobile context? (2) How do these interactive modes of doctors affect patient satisfaction and dissatisfaction respectively?
Data were collected from a leading Chinese mobile medical service application, and a mixed method research was designed characterized by a qualitative study followed by a quantitative study. First, 300 out of 750 real communication records between doctors and patients were screened based on a set of predefined rules. Among them, records that were labelled by patients as "satisfied", "fair", and "dissatisfied" are evenly distributed. Then, a qualitative study based on thematic analysis coding rules was conducted to identify the sub-categories of doctors' informative and emotional interaction modes.Four categories (professional diagnosis, professional description, comfort to cure and relationship maintenance) were coded to describe doctors' interaction behaviors with 15 sub-categories in the good interaction model and 12 in the poor interaction model. Third, a quantitative study was employed to hypothesize and validate the relationships among different interaction modes and patients' satisfaction.
The findings suggest that good informative interaction mode does not leads to patient satisfaction while poor informative interaction mode lead to patient dissatisfaction, which means doctors' informative interaction mode acts as a hygiene factor to the quality of mobile consultation service. On the contrast, good emotional interaction mode leads to patient satisfaction while poor emotional interaction mode does not lead to patient dissatisfaction. Therefore, the doctor's emotional interaction mode acts as a motivation factor for patients' satisfaction.
Our work contributes to the mobile healthcare literature by drawing attention to the different antecedents of patients' satisfaction and dissatisfaction, by emphasizing the importance of the doctor-patient interaction processes in the mobile context, and by designing a mixed method based on real communication records between patients and doctors. This work offers practical guidance to improve doctors' communication behavior as well as the design of mobile healthcare applications.

Key words: mobile consultation, interaction mode, medical service quality, Motivation-hygiene theory

中图分类号:

C931.6

晏梦灵, 张佳源. 医生的信息-情感交互模式对移动问诊服务满意度的影响——基于“激励-保健”理论的分析[J]. 中国管理科学, 2019, 27(9): 108-118.

YAN Meng-ling, ZHANG Jia-yuan. How Doctors' Informative-emotional Interaction Modes Impact the Satisfaction of Mobile Consultation Service: An Analysis Based on the Motivation-hygiene Theory[J]. Chinese Journal of Management Science, 2019, 27(9): 108-118.

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