An Empirical Study On Antecedent Variables Of Mobile Medical APP Users’ Trust

Since 2014,with mobile Internet combined with people’s life more closely,serious population aging and chronic disease spurt phenomenon emerging,Internet medical demonstrates huge development potential.Trust is an important factor to promote the development of medical service efficiently,and the trust issue becomes more complicated after adding online scenarios.As an emerging Internet industry,mobile health corporate valuations are affected by the number of users mostly.Due to the particularity of mobile medical APP industry,it is closely related to the life and health of users,users’ trust dominates their behaviors significantly.There are many factors influencing mobile medical APP,and how to analyze the antecedent variables of mobile medical APP is the most important issue.The research analyzes the antecedent variables of mobile medical APP from three aspects of main,object and interactive,which is based on the topological structure and integrated model of online trust.These aspects include personal trust orientation,doctors’ credibility,APP credibility,information quality and perceived benefits to construct the model of antecedent variables of users’ trust of mobile health APP.Measuring doctors and hospitals’ credibility through the cognitive reputation of doctors and hospitals;APP credibility through APP cognitive reputation,APP emotional reputation and APP characteristics;information quality through information integrity,accuracy and timeliness.The model proposed further verifies the influence of users’ trust on users’ behavioral intention.The conclusions are obtained through empirical analysis as following:Some variables of main,object and interactive have positive effects on users’ trust.The tendency of personal trust has positive influences on users’ trust.APP cognition reputation,APP emotional reputation and APP characteristics have positive influences on users’ trust,among which the influence of APP characteristics is the most,and APP cognition reputation comes second.The integrity,accuracy,timeliness and perceived benefits of information quality have positive effects on users’ trust.The impact of perceived benefits is the most,integrity and accuracy come second.Users’ trust can promote users ’ behavioral intention,and users’ satisfaction is not fully intermediary.Operation managers are supposed to improve users’ trust by boosting APP reputation,improving APP characteristics,controlling APP information quality and improving users’ perceived benefits in order to attract users and enhance core competitiveness of enterprises.By analyzing the influence factors of mobile health APP users’ trust,the research field of online trust is more detailed.Some specific recommendations towards mobile health APP are proposed,which avoids the loss of user resources.