Research On Factors Influencing User Stickiness Of Online Health Information Services

The online health information service platform is an online service platform to meet the needs of users in terms of health information and health services,and realize the value of health information services.Widespread use of online health information services can help users improve their quality of life;Changes in lifestyle to make health management easier for users.On this basis,it is urgent to explore how to improve the platform’s services,meet user needs and improve user stickiness.As college students are the main group of internet users in China with relatively abundant knowledge reserves and high acceptance of online health information services,this study analyzes the current research status of health information services at home and abroad and the online and offline usage of the platform through theoretical analysis and empirical research.Six factors affecting the user stickiness of the online health information service platform for college students are extracted,including perceived usefulness,perceived ease of use,expectation confirmation,satisfaction,cost,and subjective norms.Then,by analyzing the impact of the relevant factors on user stickiness and proposing relevant hypotheses,a theoretical model of the factors influencing user stickiness of online health information services is constructed.A survey questionnaire on user stickiness is designed for college students,and 540 valid questionnaires are collected and statistically analyzed using SPSS 26.0.The hypothetical model is then tested for goodness of fit using the AMOS structural equation model.Finally,based on the empirical results,the author gives some suggestions to the developers and users of the online health information service platform,including: upgrading the operational functions and enriching the content of the platform;Simplify platform operation flow and improve accuracy of information resources.Expand publicity to expand the market to meet the multiple needs of users and other proposals.Thus,it can further improve the willingness of the users of the online health information service platform to continue to use and increase the stickiness of the users.