An Empirical Study On The Influencing Factors Of Continuous Use Of Online Medical Services In Patients With Chronic Diseases

At present,China is in the transition period of economic growth,and the economic growth is changing from the stage of high-speed growth to the stage of high-quality development.Particularly,the medical industry,as a major undertaking related to the national economy and people’s livelihood,is gradually combining scientific and technological innovation on the basis of traditional medical treatment,thus constantly emerging new formats and new models.It is worth noting that chronic non-communicable diseases have entered a period of high burden in our society.The characteristics of "large number of patients,heavy disease burden and great demand for services" have caused severe social health problems.According to the problems such as the lack of vertical development of medical informatization in China and the imbalance between urban and rural development,it can be seen that the effective development of online medical service industry is an effective way to effectively guarantee and improve the medical environment.The online healthcare service model through has been proved to improve the medical service and treatment efficiency,reduce the medical cost and risk,and be considered to be the development direction of the future.As a carrier,it provides the Internet hospitals with an environment for patient services and a professional social network.For example,online healthcare platforms such as haodafu and chunyu doctor set up a third-party Internet hospital platform for doctor-patient communication,on which doctors can provide disease diagnosis and management services for patients.The model of realizing medical service through online healthcare platform has been fully verified to improve the efficiency and treatment of medical service,reduce the medical cost and risk,and is considered as the development direction of the future medical service model.But to some extent,the role of online health services is still unclear.Based on the Expectation Confirmation Model(ECM),this study combines Status Quo Bias(SQB),and draws on the research perspective of Push-Pull-Mooring(PPM)to construct the influencing factor Model of chronic disease patients’ continuous use of online medical services.The data of 219 valid samples were collected by electronic questionnaire and the partial least square(PLS)structural equation model was used for empirical study.SPSS and Smart PLS tools were used to conduct descriptive statistical analysis of samples,reliability and validity and path test analysis of the research model,inter-variable effect analysis and mediating effect analysis of variables.The research results show that the user’s expectation-confirmation of the online medical service have direct significant influence on perceived usefulness and Satisfaction;Users’ regret Avoidance has a direct and significant effect on their satisfaction.Satisfaction and Switching Costs have significantly influence on the user’s inertia,Switching cost on customer Loyalty have direct significant influence;Perceived usefulness,satisfaction,inertia and customer loyalty significantly affect users’ continuous use,and inertia plays a part in the mediation effect between satisfaction and continuous use.