Research On The Influencing Factors Of User Churn Behavior Of Mobile Health APPs

Since the slogan of "National Health" and the strategy of "Healthy China" were put forward,the relevant market of China’s health industry has expanded rapidly with the rapid development of information technology,and many mobile health apps have emerged.Later,due to the impact of COVID-19,on the one hand,offline medical treatment was hindered,and people had to seek mobile diagnosis and treatment apps and various Internet hospitals;On the other hand,the epidemic has also increased people’s attention to health and made people pay more attention to their own health management.All these make mobile health apps develop rapidly and the scale of user groups is getting bigger and bigger.However,these have also led to fierce competition among mobile health apps and increasingly serious user loss.Therefore,it is necessary to analyze and discuss the factors affecting the user loss behavior of mobile health apps.Firstly,this paper systematically combs the domestic and foreign studies on mobile health apps,and analyzes and summarizes the domestic and foreign research results on user churn behavior.Then,based on rational choice theory,PPM model(push-pullmooring)and information adoption model(IAM),a theoretical model of influencing factors of user churn behavior of mobile health apps is constructed.Twelve factors that may influence user churn behavior of mobile health apps are proposed,which are as follows: Information quality,service quality,authority reputation,perceived privacy risk,cost of use,perceived benefit,perceived cost,attractiveness of substitutes,community influence,user habits,transfer cost and perceived health risk.The above possible factors were divided into three categories: P(thrust factor),P(pull factor)and M(anchoring factor),and the research hypothesis was proposed.Then questionnaires were sent out,and a total of 838 valid questionnaires were collected.Descriptive statistical analysis was conducted on the valid questionnaire data,and reliability,aggregate validity,interval validity and other data were analyzed,as well as the suitability of structural equation model and significance of relationship hypothesis were analyzed.The empirical results show that among the latent variables,information quality,service quality,authority reputation and use cost have the greatest influence on the user churn behavior of mobile health apps.Secondly,perceived privacy risk and community impact;The attraction of substitutes,transfer cost and perceived health risk have no significant impact on user churn behavior of mobile health apps.This paper analyzes the possible influencing factors of user loss behavior of mobile health apps,which enrichis the research content in the field of user behavior and information behavior of mobile health apps,provides certain reference for the platform to enhance user loyalty,and has certain practical significance for the development of the domestic health industry.