Effects of doctors’ participation in internet live streaming free medical consultations on their benefits: empirical evidence from a quasi-natural experiment

Yingjie Lu and Ke Quan

Journal of Business Research, 2025, vol. 199, issue C

Abstract: The integration of live streaming into online medical consultation services has introduced an innovative service known as Live Streaming Free Medical Consultations (LSFMC). However, the question about whether the adoption of LSFMC services contributes to an increase in doctors’ benefits or, conversely, potentially diminishes their benefits, remains an unresolved issue. Drawing upon signaling theory, this study constructed a Difference-in-Differences model based on Propensity Score Matching to investigate the impact of LSFMC services on doctors’ online and offline benefits. The findings revealed that doctors’ adoption of LSFMC services significantly increases their benefits from online consultations and offline appointments. Furthermore, doctors’ online activity enhances the effect of LSFMC services on their offline benefits, while their professional titles significantly diminish the positive impact of LSFMC services on online benefits. Additionally, the positive impact of LSFMC services on both doctors’ online and offline benefits is achieved through the mechanism of enhancing doctors’ online influence.

Keywords: E-health; Live streaming; Online medical consultation; Signaling theory; PSM-DID (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:199:y:2025:i:c:s0148296325003832

DOI: 10.1016/j.jbusres.2025.115560

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