Online Co-operative Health Information Communication Behavior And Its Influential Factors

[Objective]Health is the eternal pursuit of human. Health plays a vital role for personal career and happiness. With the advent of an aging society, the popularity of chronic diseases such as high blood pressure, diabetes, and all kinds of rare diseases, the health demand of people continues to grow. Though vigorous development of the medical and health are developing in constant, but still can’t satisfy people’s medical needs. In China, nearly all of big hospitals are crowded with patients, and patient queuing time is long, but the treatment time is short. Today is the information society, with the development of Internet technology, more and more people become Internet users. According to China Internet network statistics report, Internet users in China have reached more than 600 million people in 2015. Internet shortens the distance between people, people not only can browse all kinds of information on the web, but also interconnection together through social networking sites such as Facebook, sina weibo. People exchange and discuss health information on the internet. It is very convenient for users(patients) to discuss health information with each other by the Internet, and provide information support and emotional support to each other. Thus users(patients) can be better when facing their own physical condition, and have better management of personal health. The purpose of this article are: combing the domestic and foreign research status about the online health information exchange behavior, understand the characteristics of online health information exchange behavior; based on the technology acceptance model theory and lewin behavior theory to study impact of perception useful and healthy tendency on people’s online health information exchange behavior; finally put forward some advice on promoting and optimizing the online health information exchange behavior. [Method]Firstly the author conduct literature analysis, retrievalind database both at home and abroad to understand the status of online health information exchange behavior research at home and abroad. Secondly the author browse and observe a number of network mutual health BBS network support both at home and abroad in order to understand the health information behavior practice status. Based on related theory, the hypothesis of affecting factors is presented. Then the author carrys out a questionnaire survey to collect data. Conducting reliability and validity analysis of the data, the author conducts structural equation model analysis through AMOS20.0 software. At last, the author put forward some advices from the perspective of the government, medical institutions, user, and so on. [Result]The amout of related studies abroad is more than those at home. And thoes studies abroad are with a broader scope. The author has selected the baidu post bar as domestic and foreign online heath exchange sites of inspire and patientslikeme, and separately introduces the characteristics of those three sites, carring out a contrast analysis. Based on technology acceptance model and lewin’s theory, the author puts forward a hypothesised model which states that user’s perceived usefulness and health orientation have positive influence on user’s online health information exchange behavior. A structural equation model analysis was carried out on the questionnaire survey data. Correcting the model, the author has finally got the optimal model. Chi-square value is 34; GFI value is 0.962; AGFI value is 0.926; RMR value is 0.021; RESEA value is 0.95; NFI value is 0.972; TLI value is 0.985; CFI value is 0.991; AIC value is 78.014; CAIC value is 171564. The fitting degree of hypothesised model and data is high. The standardized path coefficient value between perceived usefulness and behavior intention is 0.62. The standardized path coefficient value between health orientation and behavior intention is 0.80. All of the hypotheses are strongly supported. [Conclusion]Because of health demand and the development of network technology, more and more people will exchange and discuss health information through the internet. There have been much literature at home and abroad concerning this phenomenon. Taking baidu post bar as an example, we can see that people have convenient access to baidu health post bar. But the disadvantages are not having professional managers and poor information organized. Based on the technology accepted models and lewin’s theory, the author puts forward the hypothesis that the influence factors of behavior model. And the hypotheses are supported by structural equation model andlysis, namely perceived usefulness and health orientation significantly influence user’s online health information exchange behavior intention; meanwhile, health orientation influence user’s perceived usefulness. At the end of the paper the author put forward some advices. For individuals, one should pay attention to his own health status; people can get health information through various channels, including network communication with others. From the hosptial’s perspective, they should realize that the virtual community can have positive and beneficial effects for patients; they shoule encourage doctors and nurses to actively participate in the online health community. For governmen, it is good to promote healthy and stable development of the virtual health community. The government should also do a good job of supervision at the same time. The author believe that online health information exchange behavior will become more and more popular, and that it is helpful to improve user’s health knowledge and health literacy.