Research On User Acceptance Behavior Of WeChat Public Platform For Medical And Health

With the development of the country 's deepening reform,China 's economic level has been continuously improved,and the material living standards of residents have been qualitatively improved.Therefore,people have devoted their energy to the new goal of improving physical and mental health.The traditional way of health only stays in the mode of getting sick and going to the hospital to see a doctor.In this mode,in addition to the difficulties of seeing a doctor and expensive medical treatment,there is also a lack of prevention beforehand,poor experience in the event,and no service afterwards.With the development of information technology,the concept of internet+has gradually deepened,and the 19th National Congress of the Communist Party of China regards "healthy China" as a comprehensive development strategy of China.Under this background," internet+medical care" came into being,and the WeChat public platform has the advantages of fast iterative development and convenient.It has become an important means for many institutions to carry out internet medical care.More and more hospitals or other medical related institutions use WeChat public platform to promote health information and some registered service,drug-related functions,through the medical health WeChat public platform.Users can take precautions beforehand,enhance the experience in the event,and promote communication with doctors afterwards.But because it is a new tool,users are still on the sidelines of accepting and using the public platform for medical health WeChat.This study is Based on the technology acceptance model,this study combines the characteristics of medical health WeChat public platform,consumer perceived risk theory,medical health WeChat pub lic platform information reliability,use and satisfaction theory,health belief model to construct the user 's acceptance of medical health WeChat public platform behavior model and do empirical research.The results show that users ' acceptance behavior of medical health WeChat public platform includes perceived usefulness,perceived ease of use,perceived risk,content evaluation,cognitive level,personal preference,communication effect,perceived ease of use has a positive impact on perceived usefulness,perceived risk has a negative impact on users behavior.The cognitive level has no significant effect on the public platform of medical health WeChat.Gender,age,education,and experience have a regulatory role in multiple paths.Finally,on the basis of the research conclusions,it provides suggestions for the better development of medical health WeChat public platform,such as function improvement,content construction,promotion and dissemination.