医院微信公众号用户使用行为的影响因素研究

Research on the Factors Affecting Users’ Behavior of Hospital WeChat Public Account

[目的/意义]旨在为提高医院微信公众号服务水平提供参考。[方法/过程]采用调查问卷及访谈方式,以整合型技术接受与使用模型(UTAUT)为基础,引入感知风险变量和受教育程度调节变量,构建医院微信平台的用户使用行为影响因素模型。[结果/结论]UTAUT模型基本适用于解释医院微信公众号服务的用户使用行为。性别对医院微信平台的使用影响不显著,而不同年龄和不同受教育程度对使用行为具有不同影响。感知风险变量在医院微信平台使用中影响不太显著;努力期望、绩效期望和社会影响均正向影响使用意愿;使用意愿和便利条件对使用行为均保持正向的影响。

[Purpose/significance] The paper is to provide references for improving service level of hospital WeChat public account.[Method/process] The paper uses the ways of questionnaire and interview, and takes the unified theory of acceptance and use of technology (UTAUT) as a base, to introduce the perceived risk variable and the education level as adjustment variable and construct the influencing factor model of user behavior of hospital WeChat platform.[Result/conclusion] The UTAUT model is generally applicable to explain the user behavior of hospital WeChat public account service. Gender has no significant effect on the use of hospital WeChat platform, while different ages and education levels have different effects on the user behavior. Perceived risk variables are of little significant effect on the use of hospital WeChat platform;effort expectations, performance expectations and social influence all positively affect behavior intentions;both the behavior intentions and the facilitating conditions maintain a positive influence on use behavior.