Study On The Influence Of Consumer Perception On Participating Of Telemedicine

Telemedicine is a new product(service),which can establish the connection between patients and doctors outside the hospital.It is an effective means to alleviate the traditional medical problems in China,and is regarded as a powerful measure to prevent and cure the NCP.However,in the implementation of telemedicine,there are still many shadows.Consumers have widespread concerns about these problems,but their participation can help solve them.At present,scholars’ researches on telemedicine mainly focus on the field of technology development and product research.Therefore,it is particularly urgent and important to discuss the implementation and promotion of telemedicine from the perspective of consumers.This study first reviews the telemedicine,customers,trust and the related literature,and construct the concept model and hypothesis of this study on the basis,to consumer participation behavior as the research object,used the questionnaire form to investigate consumer perceptions,consumer participation,trust and subjective norms.Then,SPSS software was used to analyze the collected valid data and verify the hypothesis proposed in this study.The empirical results show that the scale adopted in this study has good reliability and validity,and the theoretical model is effectively supported.Consumer perceived ease of use positively affects perceived usefulness;Perceived ease of use and usefulness positively affect consumer participation behavior.Cognitive trust and emotional trust play an intermediary role in consumers’ perception and participation behavior.Subjective norms mediate between perceived usefulness and cognitive trust.In order to promote the implementation of telemedicine,product(service)developers and promoters need to pay attention to improving the accessibility and functions of products,enhance the trust of consumers,conduct expert marketing and play the role of opinion leaders.Adjust marketing strategies to meet the needs and habits of users of different genders.This study enriches the empirical research on the antecedent variables of consumers’ participation in telemedicine behavior,and provides some ideas for future research,as well as some practical suggestions for the implementation and promotion of telemedicine.