A Study On The Formation Mechanism Of Health Information Website Initial Trust

With the development of information technology and the growing awareness of health,a variety of health information website emerge in an endless stream.People can get information within doors and visit a disease.It not only provides new channels for people to seek,search and retrieve health information,but also eases the situation of "difficult to get medical services",everyone can be treated equally on the internet.However,due to the characteristics of the Internet,industrial chain and the effects of various factors,the development of the health information website industry is still in its early stages.The main reason is that users are skeptical about the health information website,lack of initial trust.Thus,to understand what factors will affect the initial trust and it is imperative to propose effective measures.This thesis makes an empirical study on the factors affecting the initial trust of health information website,and proposes relevant measures based on the analysis of the results.In this way,the user’s initial trust in the health information website will be enhanced,health information website will be promoted continuously.Based on the theory of the initial trust,this thesis combines with the specific research object of health information website,the factors that influence the initial trust are analyzed and summarized.On this basis,the thesis constructs the model of the influence factors of health information website initial trust.The proposed research model is verified by means of online and offline questionnaires.And then thesis carries on the analysis of the sample data using the SmartPLS2.0 software and determines the factors that affect the initial trust of health information website.Finally,according to the results of the analysis,the thesis proposes some suggestions to improve the initial trust of health information website.This thesis mainly consists of seven parts.The first part is the introduction.It explains the background of this study and introduces the research purpose,research significance,research ideas,research contents,research methods and innovations.The second part is the theoretical foundation and literature review.It mainly looks back the meaning and the periodic theory of trust and summarizes the related research results about the influence factors of initial trust.The third part is the hypothesis and model of health information website initial trust.Starting from the health information website based on the inductive analysis of initial trust theory,,it analyzes the factors that influence the initial trust of health information website and proposes some relevant assumptions as well as it builds the initial trust model.The fourth part is the questionnaire design and research.It accounts for questionnaire design process,the design of each scale and questionnaire collection.The fifth part is the data analysis and results.It analyzes the reliability,validity and correlation of collected data,and then verifies the model.The sixth part is some suggestions to improve the initial trust of health information website.The last part is the conclusion.It summarizes the research of this thesis,expounds the main contribution of this thesis,points out the limitations of the research,and looks forward to the future research direction.Through the analysis of the data and the validation of hypothesis,this thesisdraws the following conclusions.First,the hospital reputation has significant positive impact on hospital size,hospital size has significant positive impact on the initial trust of health information website.Second,the platform scale has significant positive impact on the platform reputation,platform reputation does not significantly affect the initial trust of health information website.Third,party certification does not significantly affect the initial trust of health information website.Fourth,the health status and the friend recommendation have a significant positive impact on the health information website initial trust.Among them,the recommendation of a friend under the line is an important factor affecting the initial trust of health information website.