Effectiveness of Interactive Tools in Online Health Care Communities: Social Exchange Theory Perspective.

For platform operators, the results of this study can help the platform understand how to improve doctors' economic returns, especially regarding helping a specific doctor group improve its income to retain good doctors. For physicians on the platform, this study will help doctors spend their limited energy and time on tools that can improve internet-based consultation incomes. Patients who receive internet-based health care services extract information about a doctor based on the doctor's internet-based efforts to understand the doctor's level of professionalism and personality to choose the doctor they like the most. The data used in this study may be biased or not representative of all medical platforms, as they were collected from a single website.