Research On Influencing Factors Of Personal Health Information Disclosure Intention Of User In Online Medical Websites

The mismatch problems of demand and resource of china's medical and health industry are highlighted.Online medical treatment has become the main way to solve this problem by virtue of its advantages in classification,medical information,health management,medical separation and commercial insurance.In the United States,for example,its medical informatization has approached the third stage,70%of doctors and 60%of hospitals use electronic medical records system,while China is still in the second stage,and facing bottlenecks in the integration of health data base,only 3%of hospitals have implemented informatization on the entire electronic medical record system.Therefore,online medical sites,which rely on the user health database to run,such as GOOD DOCTOR,SPRING RAIN DOCTOR,are also facing development bottlenecks,and the study of personal health information disclosure is of great significance.The purpose of this study is to explore the influencing factors of users' personal health information disclosure intention and explore the mechanism of these factors on the disclosure intention.Finally,according to the research results,the online medical website function optimization program is proposed to provide guidance for website operators to design websites.This research builds the conceptual model of influencing factors of personal health information disclosure intention by using the social exchange theory from risk,intrinsic benefit and external benefit aspects,combined with personalized service,information sensitivity,information quality,trust.Then,264 valid questionnaires were collected from the online medical website users,and the conceptual model was validated and analyzed by SPSS and AMOS.The results showed that:(1)Perceived risk has a negative impact on disclosure intention,psychological risk and social risk do not affect the disclosure intention;(2)Norm of reciprocity,material reward,and outcome expectation have a positive impact on the disclosure intention;(3)The information quality positively affects the disclosure intention;(4)Personalized service has a positive impact on perceived risk,external benefit,intrinsic benefit and trust;(5)The role of trust in the sites and the trust in doctors in the conceptual model is different.Trust in the sites does not directly affect external benefit and intrinsic benefit,but rather do by affecting the trust in doctors indirectly.In addition,trust not only directly negatively affects perceived risk,but also affects the perceived risk through information sensitivity negatively.The results show that online medical websites can optimize the websites function through various measures,including adding personalized services,such as community discussion and personalized recommendation,strengthening the management of the platform,removing all personal identifiers and carrying out promotions regularly.