E-health情境下初始信任的信息来源构建:兼与E-commerce情境的比较

Information Source of Initial Trust in the Context of E-health:Comparison with Initial Trust in the Context of E-commerce

[目的/意义]探索在电子医疗情境下用户构建初始信任的关键动因,从信任的信息来源视角比较电子医疗情境与电子商务情境下用户建立初始信任的路径差异,为互联网医疗服务提供商优化平台建设、提升用户满意度提供借鉴和参考。[方法/过程]采用问卷调查法收集数据,利用偏最小二乘结构方程模型方法验证假设和概念模型。[结果/结论]研究发现,与网下信任来源有关的医院信誉、朋友推荐和个人健康状况对形成初始信任具有显著影响,而与网上信任来源有关的如来自第三方认证的结构保证和服务提供商声誉则没有通过假设检验,与E-commerce情境下初始信任形成路径不同的是电子医疗用户不能单纯凭借网上信息做出是否可信的判断。

[ Purpose/significance ] The paper analyzes the key motivation of the user to build the initial trust in the context of E-health, compares the difference of the initial trust between E-health and E-commerce from the perspective of the trusted information source, and proposes the suggestions for the E-health providers. [ Method/process] Based on the valid responses collected from a survey questionnaire, PLS structural equation modeling technology was employed to exam- ine the research model. [Result/conclusion] The credibility of the hospital, the friend＇s recommendation and the per- sonal health status related to the trust source have a significant impact on the initial trust, but the structural guarantee and service provider＇ s reputation do not significant affect the initial trust. E-health users cannot simply rely on the online in- formation source, which is different in the context of E-commerce.