| Abstract: | 近年線上醫療服務平台興起，其服務創新發展需持續關注外在科技與各國法規的持續變動，同時強調內、外部及線上、線下配置與整合應用，呈現為一複雜之組織協同運作模式。然而，目前關於線上醫療服務平台與其他組織的協作相關文獻僅被提及為合作過程，並未明確定義為機制或模型。此外，加上該產業議題之新穎性，目前對於線上醫療服務平台之服務創新議題較不多見，且過去研究缺乏對社群協作的深入研究，缺乏統整性。故本研究採探索性個案研究，選擇中國大陸平安好醫生、印度Practo、美國Teladoc、歐洲Babylon等四個案為研究個案，蒐集上述個案自2002至2021年之次級資料，並透過專家深度訪談以深入探索線上醫療服務平台服務創新發展之驅動因素、與運作機制等脈絡，以及探討其與服務創新績效間之關聯性。本研究透過質性編碼技術，從而提煉出線上醫療服務平台之前置因子（技術承諾、使用者價值主張、醫療專業承諾、環境適應性、金流調控彈性）、社群中介（服務型設群協作、金融型社群協作、技術型社群協作）、干擾變數（服務社群回應效率、投資者期望、環境不確定性、地域文化差異）與結果（服務創新績效）。再者，本研究根據以上構面之間的關係提出11個概念性命題並且建構出線上醫療服務平台之服務創新模型，強化過去文獻缺口；從而針對政府、社群產業以及線上醫療服務平台提出管理意涵以及未來研究方向。
With the rise of online medical service platforms in recent years, the innovation and development of their services requires continuous attention to external technology and continuous changes in national laws and regulations. At the same time, it emphasizes internal, external, online and offline configuration and integrated applications, presenting a complex organizational collaborative operation mode. However, the previous literature on collaboration between online healthcare service platforms and other organizations is only mentioned as a collaborative process, without being clearly defined as a mechanism or model. In addition, coupled with the novelty of this industry issue, there are relatively few service innovation issues on online medical service platforms, and previous studies lack in-depth research on community collaboration and lack of integrity. Therefore, this study adopts an exploratory case study, and selects four cases of Ping An Good Doctor in Mainland China, Practo in India, Teladoc in the United States, and Babylon in Europe as research cases, and collects the secondary data of the above cases from 2002 to 2021. In-depth interviews with experts were used to explore the driving factors and operating mechanisms of online medical service platform service innovation and development, as well as the relationship between them and service innovation performance. Through qualitative coding technology, this research extracts the Pre-factors of the online medical service platform (technical commitment, user value proposition, medical professional commitment, environmental adaptability, financial flow control flexibility), Community intermediary (service community collaboration, financial community collaboration, technology community collaboration), Interference variables (service community response efficiency, investor expectations, environmental uncertainty, regional and cultural differences) and Results (service innovation performance). Furthermore, this study puts forward 11 conceptual propositions based on the relationship between the above dimensions and constructs a service innovation model of the online medical service platform to strengthen the gaps in the past literature. In order to put forward management implications and future research directions for the government, community industries, and online medical service platforms. |
