With the rapid advancement of web technologies, e-consultation has become increasingly popular in recent decades. While the sustainable development of e-consultation relies on physicians’ commitment, there is little research studying the mechanism of physicians’ attraction for patients. Based on the signaling theory, this study proposes the notion of dynamic signal to capture more effective information and examine the impact of the dynamic signals sent from physicians and patients on physicians’ e-consultation volume. As an important influencing factor, the moderating effect of disease severity is also examined. The preliminary results reveal an invert U-shape relationship between patients’ review volume and physicians’ e-consultation volume and a positive impact of physicians’ dynamic signals on their e-consultation volume. Moderating effect of disease severity is also partially confirmed. The findings provide theoretical contribution to the e-consultation literature and offer a pragmatic insight to both operators and physicians on e-consultation platforms.
Cheng, Huaihui; Liu, Libo; and Cui, Tingru, "How to Be a Popular Physician on E-Consultation Platforms: from Signaling Theory Perspective" (2022). PACIS 2022 Proceedings. 91.
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