Study On Influencing Factors Of Users’ Sustainable Use Behavior In Online Health Community

With the emergence of "Internet + health care" and the implementation of "Healthy China" strategy,the field of online health community has achieved considerable development.The emergence of online health community facilitates users to browse medical and health information and share medical and health experience,which is an important means of health management.However,with the passage of time,the construction of online health community is also faced with new bottlenecks,such as lack of user participation,declining stickiness and other problems,which bring severe tests to the prosperity and development of online health community.Therefore,how to give full play to the advantages of online health community to better meet the needs of users,and how to promote the sustainable development of the community has become a problem that must be solved.Through the review of relevant literature,this study will combine the information system success model,social support and rational behavior theory to explore the key factors affecting the continuous use behavior of online health community users.Firstly,this paper reviews the domestic and foreign literature on online health community and continuous use behavior in recent years,and finds the research points of this paper by reading a large number of previous works.Secondly,it summarizes the concepts and applications of online health community,information system success model,social support and rational behavior theory,in order to lay a solid theoretical foundation for later research,further build the research model of this paper and put forward related hypotheses.Thirdly,a pre-survey questionnaire was designed and distributed based on the previous mature scale and the characteristics of online health community.The content of the questionnaire was adjusted and distributed again according to the pre-survey results.Finally,the method of empirical research was used to process the questionnaire to verify the validity of the model.SPSS21.0 and Amos were used to analyze the data from 322 questionnaires,the results show that system quality and information quality have a significant positive impact on user satisfaction in the community quality dimension in the influencing factors model of users’ continuous use behavior in online health community.Service quality has no significant effect on customer satisfaction.In the dimension of community support,the information support and emotional support obtained by users have a significant positive impact on their sense of community.Users’ social support has no significant positive effect on their sense of community.User satisfaction has a positive impact on the sense of community;User satisfaction has a positive impact on their willingness to continue using.Users’ sense of community has a positive influence on their intention to continue using.The continuous use intention of users has a positive influence on the continuous use behavior.On this basis,according to the research results of this paper,targeted management countermeasures are put forward to help the operation managers of online health communities to improve the community user stickiness and promote the long-term healthy development of online health communities.