Abstract
With the development of Web 2.0 technology, physicians in growing numbers provide consultation service in online health community to help patients obtain the information and treatment. Therefore, physicians’ contributions facilitate the development of communities. However, scant literature investigates the effects of motivators on physicians’ contribution behaviors in online health community and the role of offline status. Based on motivation theory, collecting data from an online health community, we establish an empirical model to explore the effects of motivators. The empirical results of this paper show that offline status, reputation rewards and monetary rewards have positive effects on physicians’ contribution behaviors in online healthcare community. In addition, we also find the moderating effects of physician’s offline status on the relationship between motivators and contribution behaviors. These findings help us understand physicians’ motivation mechanism on contribution behaviors in online health community.
Recommended Citation
Yang, Hualong and Ju, Xiaofeng, "INVESTIGATING THE INFLUENCES OF MOTIVATORS ON PHYSICIAN CONTRIBUTION BEHAVIORS IN ONLINE HEALTH COMMUNITY: OFFLINE STATUS AS A MODERATOR" (2016). PACIS 2016 Proceedings. 11.
https://aisel.aisnet.org/pacis2016/11