Objective:To explore the doctors′ perceived value driving of internet medical services, and provide references for promoting the sustainable development of internet medical services.Methods:From August to December 2023, purposive sampling and typical sampling methods were used to select 23 doctors from 8 tertiary hospitals in a certain province as interviewees for semi-structured interviews. Based on the grounded theory, the interview data were encoded in three levels, and the value motivation model of internet doctors was constructed.Results:Through three-level coding, 68 formal concepts, 17 categories, and 8 main categories. The value motivation model of internet doctors showed that functional value, emotional value and performance value constitute service driven value, and efficiency value and resource value constitute connection driven value, which were the internal driving factors of the doctors′ perceived value; Personal structure factors and platform construction were the external driving factors of the doctors′ perceived value.Conclusions:The doctors′ perceived value driving in internet medical services was the " service-connection" dual drive type. The internal driving factors determined the degree of doctors′ perceived value, while the external driving factors affectted the strength and direction of doctors′ perceived value of internet medical services. It was recommended that relevant departments should promote the release of service driven value through online and offline medical complementarity and the increase of service net utility. Multiple technology embeddings and long tail demand response should be used to create connection driven value. The intensity of value creation should be increased through the two-way adjustment of individual structural factors and the competitive drive of platform construction.

Objective:To explore the doctors′ perceived value driving of internet medical services, and provide references for promoting the sustainable development of internet medical services.Methods:From August to December 2023, purposive sampling and typical sampling methods were used to select 23 doctors from 8 tertiary hospitals in a certain province as interviewees for semi-structured interviews. Based on the grounded theory, the interview data were encoded in three levels, and the value motivation model of internet doctors was constructed.Results:Through three-level coding, 68 formal concepts, 17 categories, and 8 main categories. The value motivation model of internet doctors showed that functional value, emotional value and performance value constitute service driven value, and efficiency value and resource value constitute connection driven value, which were the internal driving factors of the doctors′ perceived value; Personal structure factors and platform construction were the external driving factors of the doctors′ perceived value.Conclusions:The doctors′ perceived value driving in internet medical services was the " service-connection" dual drive type. The internal driving factors determined the degree of doctors′ perceived value, while the external driving factors affectted the strength and direction of doctors′ perceived value of internet medical services. It was recommended that relevant departments should promote the release of service driven value through online and offline medical complementarity and the increase of service net utility. Multiple technology embeddings and long tail demand response should be used to create connection driven value. The intensity of value creation should be increased through the two-way adjustment of individual structural factors and the competitive drive of platform construction.