Research On Doctors’ Willingness To Use Mobile Medical Applications Under The Background Of "Internet +"

With the development of Internet technology,the integration of Internet in the medical field has created new opportunities for the development of medical services.Mobile medical application,due to its advantages of convenience and timeliness,alleviates the shortage of medical resources to a certain extent and provides a convenient way for users to obtain health information and services.Especially with the COVID-19 outbreak,people are increasingly aware of the importance of m-health.However,the offline work of Chinese doctors is heavy,and the enthusiasm for participation is generally not high.Although the outbreak has promoted doctors’ participation in mobile medical applications,it is also crucial to promote continuous use by doctors in the post-epidemic era.Therefore,this study constructed an empirical model to study the factors influencing doctors’ use and continuous use of mobile medical applications.Based on the research results of scholars,this dissertation proposes the extended value-attitude-behavior model and the theory of rational behavior to construct the conceptual model.Data on behavioral intention of 259 doctor users(potential users and actual users)on mobile medical applications were collected through online and offline questionnaire survey and used partial least squares structural equation modeling(Smart PLS)to empirically verify the hypothesis.The results showed that for both potential and actual users,perceived value could influence attitude,which could then explain doctors’ willingness to use or continue to use.However,for potential users,perceived risk has a smaller impact.And for actual users,subjective norm has little impact on their willingness to continue using.In addition,our thesis found that for this particular profession of physicians,self-actualization need has a significant impact on doctors’ use and willingness to continue using.Overall,there are significant differences in the factors that influence the potential users and actual users.The results of this dissertation can better promote the use or continuous use of mobile medical applications by doctors,which is conducive to promoting the development of mobile medical applications.