Study On Influencing Factors Of Intermittent Discontinuation Behavior Of Mobile Medical App

With the rapid development of the Internet era,the Internet is increasingly inseparable from our lives,and various Internet-friendly softwares are emerging one after another.The use of Internet software has also become the focus of many scholars.At present,China’s medical industry is in the period of reform,the state vigorously promotes the "Internet + medical" policy,a series of Internet me.Since 2019,with the advent of New Coronavirus,people have paid more attention to health,and the development of mobile medical service is more rapid.In such an environment,people use mobile medical a PP intermittently.Based on this,this paper takes the Expectation Confirmation Theory,demand technology matching theory,attachment theory and contradictory attitude as the theoretical basis,and takes mobile medical a PP users as the research object.Starting from the two paths of attitude and emotion,this paper analyzes the influencing factors of mobile medical a PP intermittent discontinuation behavior from the Perspective of individual and product.Through the questionnaire survey and data analysis,the results show that:(1)Expectation Confirmation,demand technology matching and contradictory attitude are negatively correlated;Contradictory attitude is positively correlated with intermittent discontinuation;Ambivalence plays a mediating role between expectation confirmation and intermittent discontinuation;Contradictory attitude mediates the relationship between demand technology matching and intermittent discontinuation.(2)M-health social function intensity and m-health push message quality are positively correlated with a PP brand attachment;APP brand attachment is negatively correlated with intermittent discontinuation behavior;APP brand attachment mediates the relationship between m-health social function intensity and intermittent discontinuation behavior;APP brand attachment plays a mediating role between m-health push message quality and intermittent discontinuation behavior.(3)APP brand attachment is negatively correlated with ambivalent attitude;APP brand attachment and ambivalent attitude have a chain mediating effect between mhealth social function use intensity and intermittent discontinuation behavior;APP brand attachment and ambivalent attitude have a chain mediating effect between m-health push message quality and intermittent discontinuation behavior.Finally,on the basis of theoretical research,combined with the actual in-depth analysis and discussion,from the three levels of the state,enterprises and individuals,this paper proposes to improve the mobile medical laws and regulations and create a healthy medical environment;Enhance the soft and hard strength of the brand,grasp the real needs of users;Strategies and suggestions to improve personal health literacy,lead the national health fashion,and promote the positive and healthy development of mobile medicine.