A Study On Factors Influencing The Persistent Use Willingness Of Internet Medical Platform Based On S-O-R Theory

With development of Internet technology,people’s acceptance of Internet-related things has become higher,which has promoted the transition of China’s medical industry from the traditional medical model to the Internet medical model,and expanded the way our residents receive medical services.As a channel for patients to choose medical services,the basic purpose of the Internet medical service platform is to meet users’ medical service needs,improve users’ use experience,facilitate users’ life,and ultimately achieve their own sustainable development.The country has now put in place a multitude of policies to develop Internet medical services and to guide the growth of Internet medical services in a positive and healthy direction.Under this social background,the Internet medical industry is gradually arising in China and presenting a powerful development momentum.However,due to the fact that the Internet medical industry is still in the exploration period,there are widespread phenomena such as low user utilization rate and weak willingness to use,which have a certain impact on the promotion and development of the Internet medical platform.How to better understand the user’s willingness to continue using,clarify the factors that affect the user’s willingness to continue using,and improve the service capability of the Internet medical platform are the practical problems faced by the survival and development of the Internet medical platform.In efforts to identify the influence of the intention to stay on the Internet medical platform,this study first systematically analyzed the motivation,element composition and formation and evolution process of the user’s willingness to continue using the Internet medical platform based on the demand hierarchy theory and motivation theory.Then,based on the SO-R theory,MO A theory,and technology acceptance model,combined with features of the Internet medical platform,a conceptual model of factors influencing the intention to continuously utilize the Internet medical platform was constructed,16 research hypotheses were proposed for the 7 variables in the theoretical model,and the mature scales of scholars at home and abroad were referred to gauge the seven variables,and a questionnaire was designed for investigation.Then,we conducted descriptive analysis of 895 sample data collected to understand the gender,age,education background,income,occupation and frequency of use of Internet medical platform users,and individual difference analysis was carried out on platform users.Univariate analysis of variance was used to study whether there were significant differences in the willingness of Internet medical platform users with different demographic attributes to continue using.Finally,method of structural variation modeling was adopted to confirm the validity of the theoretical model.Through the study,it was found that there was no major discrepancy between gender,age,and educational level background on the willingness to continue using the Internet medical platform,while there were certain differences between different income groups and different occupational groups on the willingness to use the Internet medical platform continuously.In terms of the factors influencing the willingness to consistently use the Internet medical platform,incentives among the stimulus factors can significantly promote the willingness to consistently use the Internet medical product platform,ability has a suppressive effect on the willingness to consistently use the Internet medical platform,and the direct effect of opportunity on the desire to consistently use the Internet medical platform is not significant;perceived ease of use among the organism factors has a promotional effect on the willingness to consistently use the Internet medical platform,perceived riskiness can inhibit users’ intention to continue using the platform,and perceived usefulness does not have an effect on intention to continue using the platform.In addition,perceived ease of use and perceived riskiness have a mediating role in the factors influencing the intention to continue using the Internet medical platform.The stimulus factors opportunity and ability indirectly have a facilitating effect on the intention to continue using the Internet medical platform by influencing perceived ease of use,and perceived riskiness inhibits users’ intention to continue using the Internet medical platform by the combination of motivational facilitation and opportunity inhibition.Based on the findings of this study,this study proposes recommendations in five aspects,namely,user motivation,opportunity,ability,perceived ease of use,and perceived risk,respectively,to enhance users’ willingness to continuously utilize,optimize the Internet medical platform environment,and promote the long-term,orderly operation and development of Internet medical platforms.