Background: Online healthcare platform (OHP) is a new form of medical treatment, which solves the problems of unbalanced distribution of medical resources and expensive medical treatment in China. Especially under the epidemic of COVID-19, OHP has greatly reduced the medical pressure of the hospital and the risk of cross infection. Methods: This paper uses evolutionary game theory to analyze behavioral strategies and their dynamic evolution in the promotion of OHP, and then numerical simulations are carried out with the help of program compilation. Results: The results demonstrate that: (1) both the stricter qualification inspection of doctors and the more investment in information protection promote the participation of doctors and the use of patients; (2) with a higher initial probability of doctors joining, the possibility for patients in using OHP and platforms to provide standardized online healthcare services becomes higher; (3) if the initial probability of patients using is higher, the possibility for doctors to join OHP and platforms to provide standardized online healthcare services raises; (4) the trend of doctors joining the platform is affected by factors, such as registration cost, time cost, reputation loss ; (5) the tendency of patients in using online healthcare is mainly decided by the cost.Conclusions: Based on theoretical analysis, this article takes the Spring Rain Doctor OHP as an example to verify the game results. Therefore, OHP should attach importance to the inspection of doctors and the protection of privacy information, and strengthen the publicity in remote places. At the same time OHP can promote the active participation of grassroots doctors, and set a reasonable evaluation mechanism, so as to popularize online medical treatment among patients further.
PurposeThis study investigates the effect of keyword portfolio characteristics on sales in paid search advertising. The authors propose two keyword portfolio characteristics (variety and disparity) and examine the effects of portfolio variety and portfolio disparity on direct and indirect sales in both PC and mobile environment.Design/methodology/approachBy conducting a field study at a large e-commerce platform, the authors use a negative binomial model to develop empirical findings that provide insights into paid search advertising strategies.FindingsFor main effect, (1) portfolio variety has a negative effect on direct sales. However, (2) portfolio disparity has positive effects on both direct and indirect sales. Advertising channels influence the contribution of keyword portfolio to sales. (3) On mobile devices, portfolio variety positively affects both direct and indirect sales. However, portfolio disparity negatively affects both direct and indirect sales. (4) On PCs, portfolio variety negatively affects both direct and indirect sales. However, portfolio disparity positively affects both direct and indirect sales on PC.Practical implicationsThe findings provide advertisers with insights into how to manage keyword portfolio between mobile devices and PCs.Originality/valueThe current study shifts the attention from keyword to keywords (keyword portfolio), which extends the paid search literature. Moreover, it also contributes to the literature by comparing the relative effectiveness of mobile and PC search advertising.
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