Study On Service Quality Influencing Factors And Continuous Usage Intention Of Online Health Community

With the rapid development of science and technology,the Internet is changing the traditional way people obtain information on treatment of diseases.Many new ways to see a doctor have appeared in people’s lives,such as online consultation and online registration.As one of the new online medical models,online health community is convenient,efficient and real-time consultation,which allows users to seek medical consultation anytime,anywhere without considering geographical factors.This also makes up for the gap of uneven distribution of medical resources in my country.However,with the rapid development of the online health community and the increase in the number of audiences,problems such as leakage of user privacy,misdiagnosis by doctors,and low user stickiness have also attracted widespread attention from the public.In this context,it is necessary to study the factors affecting the service quality of online health communities and users’ willingness to continue using them from the perspective of users,so as to help online health communities recognize their own shortcomings,solve their own problems,and ultimately achieve sustainable development.Therefore,this study uses the grounded theory method of qualitative research to explore the influencing factors of online health community service quality from the perspective of users.several factors that affect the quality of community services.These factors include content quality,functional quality,interaction quality,and emotional experience quality.Based on the expectation confirmation model,the trust theory is introduced,the perceived trust variables that users are more concerned about are proposed,the final theoretical model is constructed,and the data is collected through an online questionnaire survey,and SPSS23.0 and AMOS23 are used after sorting the data.0 for empirical testing.The research results found that:（1）content quality,functional quality,interaction quality and emotional experience quality significantly and positively affect perceived trust;（2）content quality,interaction quality and emotional experience quality significantly and positively affect the degree of expectation confirmation;（3）User’s perceived trust positively affects user satisfaction and willingness to continue to use,and plays a mediating role between service quality and willingness to continue to use;（4）Online health community service quality（content quality,functional quality,interaction quality）and emotional experience quality)affect users’ continued willingness to use through the intermediary chain of perceived trust and satisfaction;（5）Content quality,interaction quality and emotional experience quality can affect users’ continuous use intention through the mediation chain of expectation confirmation and satisfaction.This study enriches the research on service quality and users’ continuous use willingness in the field of online health community,and also brings some enlightenment and suggestions to the effective construction of online health community,improving user stickiness,and realizing the sustainable development of the community.