在线医疗社区用户健康隐私信息披露意愿的影响因素研究

Research on the Influencing Factors of Users' Health Information Disclosure Intention in Online Medical Community

本研究以隐私计算理论为框架,结合社会交换理论和信任理论,构建了虚拟健康社区用户健康信息披露意愿的影响因素模型。以使用过医疗健康网站的用户为研究对象,通过问卷调查的方式收集了264个有效样本。然后使用SPSS20.0和AMOS21.0对影响因素模型进行了实证研究,结果表明:个性化服务对感知风险、结果期望、物质奖励均存在显著的正向影响关系;服务质量对结果期望、物质奖励存在显著的正向影响关系,对感知风险存在负向影响但不显著;同时,结果期望、物质奖励与信任存在显著的正向影响关系,感知风险与信任则存在显著的负向影响关系;信任又会正向影响个人健康隐私信息披露意愿。本文的研究结论为网络医疗健康平台的推广和建设提供了可借鉴的策略,对隐私计算理论作了补充。

Based on the theory of privacy calculus, this study constructs the model of factors influencing users＇ health information disclosure intention based on social exchange theory and theory of trust. Users as the participants who used medical health websites, a sample of 264 participants was collected through ques- tionnaires. Then, using SPSS20.0 and AMOS21.0 to conduct an empirical research on the model, the re- sults show that the personalized service has a significant positive influence on perceived risk, outcome ex- pectation, and material reward. The service quality has a significant positive influence on the outcome ex- pectation and material reward, and has a negative influence on perceived risk but not significant. At the same time, outcome expectation, material reward have significant positive influences on trust, and per- ceived risk has a significant negative influence on trust. Trust will also positively affect personal health priva- cy information disclosure intention. The research results of this paper provide a strategy for the promotion and construction of online medical health platform and supplement to the theory of privacy calculus.