知识共创视域下健康信息用户依从意愿的影响机制研究

The Influence Mechanism of Online Health Information Users’ Compliance from the Perspective of Knowledge Co-Creation

【目的/意义】从知识共创理论和信息采纳模型出发探究在线健康信息用户依从意愿的影响机制,为改善在线健康信息服务、提高在线健康信息用户依从有效性提供参考和建议。【方法/过程】首先,基于信息采纳模型,构建知识共创视域下的在线健康信息用户依从意愿模型。其次,选取知乎问答社区中的牙齿美白话题为背景材料,设计2(治疗方案信息类型:保守与新兴)★2(信息质量:高与低)★2(来源可信度:高与低)的析因实验。最后,利用Smart PLS 3.0软件对收集到的408份有效问卷数据进行分析,以检验模型有效性。【结果/结论】健康信息质量和信息来源可信度正向影响信息有用性和信息不对称,信息有用性和信息不对称显著影响用户依从意愿,健康治疗方案类型在信息不对称与用户依从意愿、信息有用性与用户依从意愿,以及用户卷入度的调节作用等路径中发挥权变效应。【创新/局限】引入信息不对称和用户卷入度两个因素探讨了在线健康信息用户依从意愿的影响机制及其管理启示,但研究对象局限于在校大学生,后续研究还应关注用户依从在在线健康社区知识共创中的作用机制。

【Purpose/significance】Based on the knowledge co-creation theory and information adoption model, the influence mechanism of online health information users’ compliance intention was explored, which provides references and suggestions for improving online health information services and user compliance effectiveness.【Method/process】Firstly, based on the information adoption model, the user compliance intention model of online health information is constructed from the perspective of knowledge co-creation.Secondly, the topic of tooth whitening in zhihu Q&A community was selected as the background material to design the factorial experiment of 2(information type of treatment scheme: conservative and emerging) * 2(information quality: high and low) * 2(source credibility: high and low). Finally, SmartPLS 3.0 software was used to analyze the collected 408 valid questionnaire data to test the effectiveness of the model.【Result/conclusion】The quality of health information and the credibility of information source positively affect the information usefulness and information asymmetry, the information usefulness and information asymmetry have significant influence on the user compliance intention.The type of health treatment scheme plays a contingency effect in the paths of information asymmetry and user compliance intention, information usefulness and user compliance intention, and the moderating effect of user involvement.【Innovation/limitation】Two factors, information asymmetry and user involvement, were introduced to explore the influence mechanism of user compliance intention of online health information and its management implications. However, the research object was limited to college students, and subsequent research should also pay attention to the mechanism of user compliance in knowledge co-creation in online health community.