Abstract
In the evolving landscape of online healthcare platforms, understanding the interplay between physicians' free and paid services is essential. This balance impacts patient access, care quality, and platform sustainability. Our study investigates the dynamics of these service models, considering physicians' constraints and patient-driven incentives. Using a framework grounded in resource-based and social exchange theories, we posit that increased paid services might reduce physicians' inclination for free offerings. Conversely, free services can bolster physicians' online reputation, potentially influencing paid engagements. Empirical testing with time-series data from a real online healthcare platform, analyzed using the SVAR model, largely supports our hypotheses. Our findings underscore the significance of strategic service provision in OHCs, offering insights crucial for platform managers and physicians.
Recommended Citation
Cheng, Huaihui; Liu, Libo; and Cui, Tingru, "Exploring the Relationships Between Physician’s Free and Paid Services: An Empirical Study" (2023). ACIS 2023 Proceedings. 97.
https://aisel.aisnet.org/acis2023/97