How external stimuli drive physicians’ value co-creation behavior in online health communities: the mediating role of risk-benefit perceptions and moderating role of digital competency

This study reveals that physicians' VCB is driven by a nuanced risk-benefit calculus influenced by multilevel external stimuli. Digital competency plays a vital empowering role, helping physicians leverage benefits and mitigate risks. For OHCs operators and policymakers, our findings underscore the necessity of building a trustworthy environment through policy support and security features, while simultaneously implementing targeted training programs to enhance physicians' digital competency, thereby fostering a vibrant and sustainable online health ecosystem.