| 互联网直播义诊的医生群体画像及其影响力分析 |
| 修订日期：2023-10-12 点此下载全文 |
| 引用本文：吕英杰,屈新月,胡雅欣.互联网直播义诊的医生群体画像及其影响力分析[J].医学信息学杂志,2023,44(11):1-6 |
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| 基金项目:国家社会科学基金项目(项目编号:20BTQ080)。 |
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| 中文摘要:目的/意义 构建参与互联网医疗直播义诊的医生群体画像,分析各类型医生群体在直播中的行为特征和风格特点,为提升医生在线直播效果和影响力提供参考。方法/过程 以“好大夫在线”直播义诊的1 816名医生为研究样本,利用二阶聚类法生成不同医生群体的直播风格画像,基于因子分析法构建直播影响力评价体系,探究不同直播风格医生的直播影响力差异。结果/结论 按直播风格类型得到知识传授型、宣传推广型、社交互动型3类医生群体画像,不同医生群体在直播的综合影响力以及活跃因子、口碑因子和热度因子3个影响力评价维度方面均存在显著差异,通过比较分析为不同直播风格医生提升其直播影响力提供对策建议。 |
| 中文关键词:互联网直播义诊 医生画像 聚类分析 因子分析 直播影响力 |
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| Analysis of the User Portraits of Doctors Offering Free Medical Advice in Online Live Streaming and Their Influence |
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| Abstract:Purpose/Significance User portraits of doctors offering free medical advice in online live streaming are constructed and further used to analyze the behavioral characteristics of various types of doctors, so as to provide references for improving the effect of live streaming and their influence. Method/Process A sample of 1 816 doctors who offer free medical advice on the Haodf.com platform is used for clustering analysis to generate different doctor group portraits by using the two-step clustering algorithm. Then an evaluation system for live streaming influence is constructed to explore the differences in online influence among doctors with different styles of live streaming. Result/Conclusion Three types of doctor group portraits are identified, including knowledge-sharing, self-promotional and sociable. There are significant differences in their online influence and three dimensions of live streaming effects including activeness, reputation, and hotness among different doctor groups. Comparative analysis is further performed to find potential solutions for enhancing their live streaming influence. |
| keywords:free medical advice in live streaming doctor portraits cluster analysis factor analysis live streaming influence |
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