The Formation And Transformation Of Patient Two-stage Trust In Paid Online Healthcare Community

In recent years,with the rapid development of information technology and its application in the medical field,the state has called for the development of online healthcare and a large number of paid online healthcare platforms have emerged.Paid online healthcare platforms can benefit people a lot.However,it is hard for consumers to build trust since the platforms are based on virtual network environment.How to build and maintain user’s trust is critical to the country,online healthcare platforms,physicians and patients.The development of consumer trust is a dynamic and continuous process,from the formation of initial trust before use to the formation of deep trust after use.Investigating the formation process of potential consumers’ trust in paid online healthcare is an urgent problem to be solved.The extant literature in the online healthcare field rarely focus on trust and its dynamics.This study is based on the three stages of pre-use,in-use and post-use to explore the dynamic formation process of online healthcare users’ trust.This study is based on the clue utilization theory to identify the pre-initiation of consumers’ initial trust,and combines the cost-benefit analysis framework with the perceived value theory to explore the formation of patients’ deep trust.Data were collected using scenario simulation experiments and questionnaire survey methods,and the proposed model hypotheses were tested using SmartPLS 3.0 and SPSS 24.0 data analysis software.The results of the study show that platform reputation,physician professionalism,social influence,privacy policy effectiveness and historical medical quality significantly affect the initial trust of patients;initial trust affects perceived benefits(perceived medical quality and perceived emotional support)and perceived costs(price reasonableness and privacy risk);price reasonableness affects functional value,perceived medical quality and perceived emotional support affect functional value and emotional value;functional value and emotional value together affect deep trust.The main work and main contributions of this research are: based on trust theory,clue utilization theory,perceived value theory and cost-benefit analysis framework,a three-stage trust formation model is constructed,and the trust formation process before,during and after use is studied.The research results show that the clue signals affect the initial trust formation of the user.The initial trust affects the trade-off between perceived cost and perceived benefit in use,which in turn affect the perceived value.The perceived value in the process of use affects the patient’s deep trust.The research results provide a new perspective for online healthcare related research,enriching and expanding the theory of trust and perceived value.The findings are practically instructive and provide advice for online healthcare platforms and physicians to build and enhance patient trust.