Willingness To Use Internet Medical Platform And Its Optimization Path From The Perspective Of Big Five Personality

How to maintain and enhance the public’s willingness to use the Internet medical platform is particularly important.Therefore,it is necessary to explore the influencing factors and mechanisms that affect the willingness to use the Internet medical platform.On the other hand,the personalized needs of users are different,so how to better meet the needs of users,especially for different user groups to carry out targeted marketing and promotion,so as to improve their acceptance has also become a problem to be solved for the development of Internet medical platform.Medical platform based on personality traits and Internet use behavior perspective on the relationship between,with the combination of the big five personality model and the technology acceptance model as the foundation,and increase the cost,social influence and safety reliable dimensions,the comprehensive effects of personality traits,Internet medical platform perception dimensions and the relationship between the behavioral intention.In this study,adults in a Grade A hospital and residential areas in Xi ’an were taken as the research objects,and an empirical analysis was conducted.The analysis results are as follows:(1)Through literature research,exploratory factor analysis and confirmatory factor analysis,this study finally developed a willingness scale for using Internet medical platform.The scale includes two subscales: perceptual scale and behavioral intention scale.The perceived scale consists of five degrees: perceived usefulness,perceived ease of use,perceived cost,perceived social impact and perceived credibility.The scale has good reliability and validity.(2)The general public’s willingness to use the Internet medical platform is at the middle and upper level,and there are significant differences in demographic variables.(3)There is a significant correlation between public personality traits,perception of Internet medical platform and behavioral intention.Structural equation model was used to verify that perception played a mediating role between personality traits and behavioral intentions,personality traits can influence behavioral intentions through perception.(4)Through the study of causal relationship model construction,it is found that there is a statistical causal relationship between personality traits and behavioral intention of Internet medical platform,that is,personality traits have better explanatory power and predictive power for behavioral intention of Internet medical platform.