Abstract
With the digital transformation of healthcare and the rapid development of commercial internet-based hospitals, both physicians and patients have been significantly impacted. From the perspective of role theory and agency theory, this paper employs qualitative research methods, conducting semi-structured interviews with 10 physicians and performing coding analysis. The results indicate that in the context of telemedicine, the role of physicians has shifted from that of an “Authoritative instructor” to a “Service-oriented executor.” Moreover, the online medical consultation scenario makes the principal-agent relationship between patients and physicians much more significant. It highlights physicians' motivation trade-off and behaviors as agents.
Recommended Citation
Luo, Yumei; Li, Suxin; Lu, Liyue; and Zheng, Jialiang, "How the Practice of Online Medical Consultation Platforms in China Influences Physician Role Transformation？" (2025). ICEB 2025 Proceedings (Hanoi, Vietnam). 38.
https://aisel.aisnet.org/iceb2025/38