摘要
随着社会经济的蓬勃发展和生活水平的显著提高，医疗健康服务在人们生活
中地位的重要性也日益凸现出来。但是由于我国医疗资源相对匮乏和分配的不均
衡，“看病难、看病贵”是我国居民长期面临的问题。近些年来，移动医疗行业
的不断发展使越来越多的移动医疗 App 也逐渐走入了人们的生活，用户足不出
户用手机就可以享受到各种医疗健康服务。新型的医疗模式为解决我国目前医疗
领域的顽疾提供了一个新的研究方向。
由于信息不对称造成医疗服务中的逆向选择和道德风险，是当前医疗健康领
域诸多矛盾的根源之一。本文旨在研究移动医疗平台的相关信息在用户进行医疗
服务选择时的影响作用。通过查阅相关文献，对消费者购买行为和信息不对称等
理论进行分析和总结，并结合移动医疗的发展现状和行业特点，从用户角度出发，
进行移动医疗平台所提供的各类信息对用户选择服务的影响的研究。本文在对移
动医疗用户选择影响因素进行定性研究的基础上，将各类信息进行分类，构建了
医生背景信息、医院标签、在线口碑、在线努力和服务价格等因素对服务购买量
的影响关系模型。运用统计学方法对春雨医生在线交易数据进行分析，以上述影
响因素为自变量，购买量为因变量，建立线性回归模型，分析综合因素影响下，
各影响因素与因变量之间的线性关系。
研究结果表明，医生背景信息、医院标签对服务购买量具有显著的正向影响
作用；在线口碑和在线努力情况作为感知服务质量的信号传递给用户，对用户的
服务购买量同样具有显著的正向影响作用；服务价格对服务购买量具有负向影响
作用。本文通过对用户的购买行为的影响因素进行研究，为今后移动医疗的相关
研究提供了理论基础和方法，同时对我国移动医疗行业的未来发展提出了启示和
建议。
关键词：移动医疗，春雨医生，影响因素，信息不对称II
ABSTRACT
With the development of social economy and the improvement of living standard,
people&39;s demand for health care is increasing. However, due to the lack of medical
resources and the uneven distribution of medical resources in China, the problem of
inadequate and overly expensive medical services is gradually apparent to reveal out.
Mobile health Apps are widely used in our daily life as the mobile health industry
developed. The users are able to get the medical services in other parts of the world
without leaving home. The new model provides an effective direction to solve the
current problems in medical field.
The adverse selection and moral hazard in medical services, which are caused by
the information asymmetry, have been played a role in the primary conflict of health
care. The present paper aimed to investigate the effect of mobile health platform on
customers’ service selection. The consumer behavior and information asymmetry
theory were analyzed and summarized with literature review, which we combined
with the present situation and development of mobile medical industry features. The
model of service purchase was constructed, to which we added doctor&39;s background
information, hospital label, online reputation, online effort and service price as
independent variables. Learner regression analysis was performed. All of the data
were obtained from the Chunyu Doctor App.
As a result, the strongest association for service purchase is background
information of doctor, followed by hospital label. Online reputation and maintenance
transfer to the user as a signal of quality of service, service purchases also has a
significant positive effect for the service. The service charge has a negative effect on
service purchases. In this paper, through the study of the user&39;s purchase behavior, to
provide a theoretical basis and methods for the future of mobile medical related
research. The results of the study have put forward suggestions and help on the future
development of mobile medical industry in China.
KEY WORDS： Mobile health, Chunyu Doctor, Impact factor, Information
symmetryIII
目 录
中文摘要 ...................................................................................................................... I
ABSTRACT.................................................................................................................II
目 录 ....................................................................................................................... III
第 1 章 绪论................................................................................................................1
1.1 研究背景 ........................................................................................................ 1
1.2 研究对象与研究目的 .................................................................................... 4
1.2.1 研究对象 ............................................................................................. 4
1.2.2 研究目的 ............................................................................................. 5
1.3 国内外研究现状 ............................................................................................ 6
1.3.1 国外移动医疗服务研究现状 ............................................................. 6
1.3.2 国内移动医疗服务研究现状 ............................................................. 7
1.4 研究思路 ........................................................................................................ 8
1.4.1 研究方法 ............................................................................................. 8
1.4.2 研究思路 ............................................................................................. 8
第 2 章 相关文献综述 ............................................................................................10
2.1 移动医疗 ...................................................................................................... 10
2.2 消费者购买行为分析 .................................................................................. 12
2.2.1 消费者购买行为的一般过程 ........................................................... 12
2.2.2 消费者购买行为的相关模型 ........................................................... 13
2.2.3 消费者选择医疗服务的决策过程 ................................................... 16
2.3 消费者行为的影响因素 .............................................................................. 17
2.4 信息不对称理论 .......................................................................................... 18
2.4.1 信息不对称理论概述 ....................................................................... 18
2.4.2 医疗服务市场的信息不对称 ........................................................... 19
2.5 在线口碑 ...................................................................................................... 20
第 3 章 研究假设的提出与模型的建立 ..............................................................21
3.1 医生个人背景信息对服务购买量的影响 .................................................. 21
3.2 医院标签对服务购买量的影响 .................................................................. 22IV
3.3 在线口碑对服务购买量的影响 .................................................................. 23
3.4 在线努力情况对服务购买量的影响 .......................................................... 25
3.5 服务定价对服务购买量的影响 .................................................................. 25
3.6 建立模型 ...................................................................................................... 26
第 4 章 春雨医生用户服务购买影响因素实证研究 ........................................28
4.1 数据采集 ...................................................................................................... 28
4.1.1 数据来源 ........................................................................................... 28
4.1.2 样本选择 ........................................................................................... 29
4.2 指标分析和变量说明 .................................................................................. 30
4.3 描述性分析 .........................................................................................