Research On The Influencing Factors Of Internet Medical Service Audience’s Adoption Intention

Objective: Internet medical is an effective way to improve the allocation of medical resources to meet the multi-level health needs of residents.However,the current public awareness and use rate of Internet medical are not high,which affects its promotion.Therefore,to explore the influencing factors and mechanism of public adoption of Internet medical,and put forward targeted suggestions based on the research results,in order to promote the healthy development of Internet medical.Method: Firstly,by literature research,the unified theory of acceptance and use of technology(UTAUT),trust theory and innovation diffusion theory(IDT)were reviewed to construct a research model and design a questionnaire.Secondly,sample data were collected through questionnaire survey.Finally,on the basis of the reliability and validity test,the analysis of individual differences and the correlation analysis are carried out,and the structural equation model is constructed using AMOS 24.0 software to test the path hypothesis and get the research results.Result:(1)The public of different ages,education backgrounds,incomes and health conditions have significant differences in the adoption intention of Internet medical,while the public of different genders,occupations and the number of visits in the past six months have no significant differences in the adoption intention of Internet medical.(2)Performance expectations,effort expectations,facilitating conditions,personal innovation and self-efficacy positively affect cognitive trust and emotional trust;social influence can positively affect emotional trust,and its path coefficient is 0.169,but has no significant effect on cognitive trust.(3)Perceived risk and resist changes negatively affect cognitive trust and emotional trust.(4)Cognitive trust and emotional trust positively affect the adoption intention,and their path coefficients are 0.140 and 0.235 respectively.(5)Cognitive trust and emotional trust completely mediated the effect of performance expectation on adoption intention;Cognitive trust and emotional trust partially mediated the influence of effort expectation,facilitating conditions,individual innovation,selfefficacy,perceived risk and resist changes on adoption intention.Cognitive trust did not mediate the relationship between social influence and adoption intention,while emotional trust partially mediated the relationship between social influence and adoption intention.Conclusion: The research model shows that: performance expectations,effort expectations,facilitating conditions,personal innovation and self-efficacy positively affect cognitive trust and emotional trust,and thus affect adoption intention;social influence positively affects emotional trust,which in turn affects adoption intention;Perceived risk and resist changes negatively affect cognitive trust and emotional trust,which in turn affect adoption intention.Finally,some policy suggestions are put forward.Figure 8;Table 28;Reference 90...