Research On The Model Of Consumer Initial Trust On Health Service Based On The Internet Of Things And Key Factors

As a new type of high-tech health product, the health service baesd on the internet of things(the Iot) is in accordance with the ruquirements of the social development and can perform a lot to deal with the urgent demand for medical care. However, its marketing is facing great problem and is still in the primary stage of market development. To build up consumer initial trust and transform the potential custemers into real ones is an improtant problem that the service providers are facing currently. Consumer behavior researches are mainly focuesd on the application of computer technology. And because of the double characteristics of high technology and human health relating, there is no authoritative consumer trust model in the field of health service based on the internet of things. Start with the consumer trust model in the computer field, this study applied the grounded theory method to explor the theory consumer initial trust towards health service based on the Iot. In the qualitative research, we interviews candidates from different industries and ues the NVivo software to carry out the three stages of coding process. An hypothesis model of the consumer initial trust and 7 key factors are founded. In the empirical analysis part, the online questionnaire data collection method and strural equation model(SEM) are applied to test the hypothesis. The measurement model and the structural model are caculated by the SPSS and AMOS softwares and a final structural equation model with good fitting indexs came out after the model updating percedure.The 5 key factors affecting consumer initial trust are: security awareness, product awareness, demand awareness, corporate image recognition and consum convenience, among which the security awareness and the consum convenience can influence most large coverage while the consum convienience is the only factor that can affect the formation of consum intention besides initial trust. Conclusions: the consumer initial trust of health service based on the Iot has three preceding factors referring to the product awareness, demand awareness and corporate image recognition. The security awareness and consum convenience can both directly affect the product awareness, demand awareness and corporate image recognition and affect the establishment of consumer initial trust indirectly. Consumer initial trust of health service based on the Iot has significant positive effect on the consum intention. Consum convenience can directly affect the consum intention. But the effect of using convenience and cost factor are not significant in the model.Suggestions on market promotion of health service based on the Iot: Take a variety of marketing tools and add the publicity efforts to increase the product awareness, corporate image recognition of customers and stimulate the consumer demand awareness. Focus on the promotion of product safety and improve consumer security awareness and improve the initial trust indirectly. Set up plenty of experience stores and varieties of sale channels to enable the potential customers enough access to the health service based on the Iot which can not only promote the formation of consum intention but also promote the produce awareness, demand awareness and corporate image recognition in order to contribute to the establishment of consumer initial trust.