How Doctors’ Proactive Crafting Behaviors Influence Performance Outcomes: Evidence from an Online Healthcare Platform

With the steady global progress in integrating technology into healthcare delivery, doctors’ behavioral patterns on online healthcare platforms have increasingly become a focal point in the fields of digital health and healthcare service management. Grounded in Job Crafting Theory, this study constructs a proactive crafting index, which captures doctors’ proactive behaviors on the platform across three dimensions: consultation rate, number of consultations, and response speed. We systematically examine the multidimensional impacts of such behaviors on performance outcomes, including online consultation volume, offline service volume, and user evaluation performance. This study collects publicly available records from a major online healthcare platform in China and conducts empirical analysis using the entropy weight method and econometric techniques. The results reveal that there is an optimal level of proactive engagement: moderate proactivity maximizes online consultation volume, while both insufficient and excessive proactivity reduce it. Offline service volume, in contrast, follows a U-shaped relationship, where moderate proactive engagement minimizes offline visits, while too little or too much engagement leads to more offline service needs. These nonlinear patterns highlight the importance of framing doctors’ proactive behavior to optimize both online engagement and offline service. The findings enrich Job Crafting Theory by identifying boundaries in platform-based service environments and provide actionable insights for platform operators to design behavior management and incentive systems tailored to doctors’ professional rank, patient condition, and regional context.