Although physician engagement in social media or online healthcare communities is attracting increasing attention from scholars recently, few studies bridge the physician health science content sharing behaviour on short video platforms and their service behaviour on online healthcare platforms. This study investigates the impact of physicians’ health science short video sharing on their personal online consultation volume drawing on the channel effect and trust theory. By collecting empirical evidence from a large online healthcare website (haodf) and conducting difference-in-differences (DID) analysis, we found that releasing health science short videos can improve physicians’ online consultation volume. Specifically, for physicians with higher prior online consultation volume, the impact of health science video sharing behaviour on their online consultation volume is greater than physicians with lower prior online consultation volume. This study contributes novel insights into the channel effect between short video platforms and online healthcare platforms and several practical implications for administrators of short-form video platforms and online consultation platforms, physicians and patients.
Geng, Shuang; Liang, Wanjun; Niu, Ben; and Liu, Haibin, "The Impact of Physicians’ Health Science Short Video Releasing Behaviour on Online Consultation Volume" (2022). WHICEB 2022 Proceedings. 75.