医院微信公众号用户持续使用意愿影响因素研究

Research on the factors influencing users′willingness to continue using hospital WeChat public accounts

目的:以ECM和D&M模型为基础构建研究模型,从用户内部视角和社交媒体平台外部视角探讨医院微信公众号用户持续使用意愿的影响因素。方法:运用问卷调查法收集数据,通过结构方程模型验证并分析各因素对医院微信公众号用户持续使用意愿的影响。结果:信息质量正向影响期望确认,服务质量对期望确认的影响不显著;信息质量、服务质量、期望确认均正向影响感知有用性;期望确认、感知有用性均正向影响满意度;满意度、感知有用性、过渡成本均正向影响持续使用意愿,而沉没成本对持续使用意愿的影响不显著。结论:在医院微信公众号实际运营工作中,可通过加强信息审核、完善平台功能、深化主体关系等方法提高医院微信公众号的信息质量、优化医院微信公众号的服务水平、强化医院微信公众号用户的维持现状偏好进而促进用户持续使用意愿。

Objective To explore the factors influencing users’willingness to continue using hospital WeChat public accounts from the internal perspective of users and the external perspective of social media platform by establishing the research model based on the ECM and D&M models.Methods The data were collected by questionnaire survey,and the influence of each factor on the willingness of hospital WeChat users to use the public accounts consistently was verified and analyzed by structural equation model.Results The structural equation model showed that information quality had a positive impact on expectation confirmation,while service quality had no significant impact on expectation confirmation;information quality,service quality and expectation confirmation all positively affected perceived usefulness;expectation confirmation and perceived usefulness all positively affected satisfaction;satisfaction,perceived usefulness and transition cost all positively affected the willingness to use continuously,while sunk cost had no significant impact on the continuous use willingness.Conclusion In the actual operation of hospital WeChat public accounts,the information quality can be improved,the service level can be optimized,and the current user preferences can be strengthened and thus the users’willingness to use them continuously can be promoted through strengthening information audit,improving platform functions,and deepening subject relationships.