Wei Zhang, Mengqiao Zhao, Jingjing Liu, Yanyan Chen, Longwen Wang, Yuxuan Chen, Richard Evans
The findings demonstrate that OHC service quality is undermined by critical systemic misalignments, primarily a lack of provider motivation linked to inadequate incentive structures, an absence of regulatory oversight, and failures to support care co-production with patients possessing limited health literacy. Although healthcare professionals maintain a positive yet cautious view of OHC, recognizing its flexibility and brand effects whilst noting significant clinical risks, enhancing service quality demands a multi-stakeholder framework. This framework must align provider incentives, enhance platform functionality, and establish clear regulatory standards.
OBJECTIVE: This study examines healthcare professionals' perspectives to identify the organizational and systemic factors influencing Online Healthcare Consultation (OHC) service quality, clarify key challenges, and establish directions for future research.
METHODS: Between October 2021 and January 2022, a qualitative study was undertaken involving healthcare professionals i.e., doctors, nurses, and hospital administrators. Twenty-five semi-structured interviews were conducted, and the data were analyzed using thematic analysis.
RESULTS: A total of 155 initial codes were generated and subsequently grouped into 12 sub-categories under three themes: (1) healthcare professionals' perceptions of OHC, (2) factors influencing OHC service quality, and (3) solutions for improving OHC service quality.
CONCLUSION: The findings demonstrate that OHC service quality is undermined by critical systemic misalignments, primarily a lack of provider motivation linked to inadequate incentive structures, an absence of regulatory oversight, and failures to support care co-production with patients possessing limited health literacy. Although healthcare professionals maintain a positive yet cautious view of OHC, recognizing its flexibility and brand effects whilst noting significant clinical risks, enhancing service quality demands a multi-stakeholder framework. This framework must align provider incentives, enhance platform functionality, and establish clear regulatory standards.