| As a key development object of Internet plus medical care,online health consulting services are increasingly playing an important role in improving users’ medical efficiency,optimizing medical resources allocation,and popularizing prevention and control knowledge.Although the efficiency and quickness of the online health consulting service have been recognized,some users choose to abandon it after use.It is very important for the long-term development,promotion and popularization of online health consulting services to clarify the influence factors of acceptance and the relationship between these factors,also the relationship between the influence factors and the change of users’ attitudes.Therefore,this study attempts to clarify the impact mechanism of willingness and attitude of online health consulting service,and provide targeted suggestions for further realizing the value of the service.The specific research work and results of this article are as follows:(1)By using the literature research method,researches internal and abroad with the relevant theories of user acceptance intention were studied.Combining the characteristics of online health consulting services,the main factors affecting the acceptance intention of online health consulting services were sorted out,using the method of questionnaire survey to obtain data samples for empirical research and proposed research assumptions and constructed a conceptual model.Finally,the collected data samples were analyzed by STATA statistical software,withing sample descriptive statistical analysis,reliability validity test,analysis of variance,PSM propensity score matching analysis,intermediary and regulatory effect analysis to verify the research hypothesis and obtain the research results.(2)The results of this study are as follows:(1)The age,gender,residence and occupation of users have a significant impact on user acceptance.(2)There is a positive and significant relationship between payment expectations,performance expectations,perceived risks,usage habits,convenience conditions,consulting costs,individual innovation and user acceptance.These factors can directly affect user acceptance,and indirectly affect user actual use of services through acceptance.(3)There is a positive significant nexus between work cooperatively,perceived risk and actual use of services;Among them,perceived risk has a direct impact on the use of services,and acceptance has a moderating effect in this process.(4)Performance expectations,perceived risks,convenience conditions,payment expectations and consulting costs are the main factors that affect the change of user attitudes.(3)Based on the research results,the following recommendation are proposed:(1)Improving the privacy and confidentiality of the online health consultation platform.(2)Improving the quality of online health consulting services.(3)Rectify the chaos of platform charges.(4)Strengthen publicity and promotion.(4)The innovative achievements of this article are mainly reflected in the following aspects:(1)In terms of measurement indicators,"using electronic medical insurance","using electronic cases" and "online transaction payment risk" are included in the consideration of influencing factors.(2)In terms of method application,the propensity score matching statistical method was used to solve the endogenous problem of sample data of online health consulting services.(3)Applying the attitude change theory to the influencing factors and mechanisms of online health themes in theoretical application. |
PDF Full Text Request