Abstract
With the dramatic development of Web 2.0, the occurrence of online health communities (OHCs) appeal to increasing number of patients and physicians to involve in this new healthcare platform. Extant literature has primarily discussed the motivation of knowledge sharing from participants in OHCs. However, scant studies have been conducted to explore the motivations of doctors’ contribution behaviors in OHCs. Drawing on motivation theory, knowledge sharing theory and social capital theory, we mainly examine the effects of monetary and reputational incentives on doctors’ continuous participation in OHCs. In addition, we also investigate how online incentive factors and offline status of doctors can interact hereby motivating doctors to better serve in the OHCs. We will collect data from an OHCs in China. The findings will not only enrich the relevant theory, but also help us to understand physicians’ motivation mechanisms in OHCs.
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