Research On User’s Individual Information Protection Behavior Of Online Doctor-patient Communication Platform

In 2020,due to the impact of the COVID-19 epidemic,the Internet medical market "traffic blowout",online doctor-patient communication became the main way for patients to get medical services during the epidemic prevention.However,with the scale and refinement of the Internet medical market,the phenomenon of information "silos" in the traditional medical industry is gradually broken,and the scope and extent of the use of individual information continues to expand and deepen,while at the same time,the user’s ability to control individual information is becoming weaker and weaker,making the contradiction between the protection and use of individual information increasingly prominent,which to a certain extent affects the Internet medical industry.Therefore,how to better protect the security of individual information of users of online doctor-patient communication platforms has become a hot issue for academic discussion nowadays.However,the current research on the individual information protection behavior of online medical communication platform users is rarely focuses on the affective experience perspective.Therefore,it is of great theoretical and practical significance to investigate the formation mechanism of users’ individual information protection behavior on online doctor-patient communication platform based on affective experience and perceived risk.This study takes the users of online doctor-patient communication platform as the research object,and based on the grounded theory,uses semi-structured interview method to collect data and extracted 15 categories,such as information loss of control risk,source risk,financial risk,social risk,legal risk,diagnosis and treatment,disease symptoms,platform type,anticipated affects,anticipatory affects,information type,suppression behavior,modification behavior,advocacy behavior,and negative word-of-mouth propaganda behavior,and 6 main categories,such as perceived risk,condition characteristics,affective experience,information factor,platform factor,and individual information protection behavior,to construct a preliminary theoretical framework;secondly,based on this theoretical framework,research questions and hypotheses are proposed,data are collected through questionnaires,and then statistical methods such as one-way repeated measures ANOVA and structural equation modeling are used to conduct empirical research and analyze the mechanism of perceived risk and affective experience on the individual information protection behavior of online doctor-patient communication platform users.The following research conclusions were eventually drawn:First,users of online doctor-patient communication platform have perceived risk awareness,but perceived risk awareness is weak,and users’ perception of different risk dimensions decreases in the order of information loss of control risk,legal risk,source risk,social risk and financial risk.Second,users’ negative anticipatory affects differ significantly by information type,and the intensity of negative anticipatory affects "worry" and "boredom" responses varies for different types of individual information.Third,the intensity of negative anticipated affects when users experience negative outcomes in the future is higher than positive anticipated affects when they successfully avoid negative outcomes in the future,and the intensity of negative anticipated affects and positive anticipated affects responses differ across contexts.Fourth,users of online doctor-patient communication platforms mainly adopt individual information protection behaviors such as suppression behavior,modification behavior,advocacy behavior,and negative word-of-mouth propaganda behavior,and the behavioral tendency decreases in the order of modification behavior,advocacy behavior,negative word-of-mouth propaganda behavior and suppression behavior.Fifth,both perceived risk and anticipated affects are significant influences on individual information protection behavior of online doctor-patient communication platform users,while the effect of negative anticipatory affects on individual information protection behavior are not significant.Sixth,in the mechanism of action between perceived risk and individual information protection behavior,the anticipated affects of the user has an incomplete mediating role,the type of platform has a significant moderating role,and the moderating role of diagnosis and treatment and disease symptoms are insignificant.Seventh,the mechanisms by which different dimensions of perceived risk act on different types of individual information protection behaviors are not exactly the same.Based on the findings of this empirical study,this study proposes suggestions and countermeasures for users of online doctor-patient communication platforms,platform service providers and relevant state departments,respectively,so as to reasonably guide the protection of users’ individual information security.