在线健康平台功能可供性对价值共创意愿的影响研究

The Influence of Online Health Platform Affordances on Value Co-creation Intention

在线健康平台用户常常通过信息分享和情感支持等行为共同创造价值,但是其用户构成(如患者)和价值(如健康价值)共创与一般平台相比具有独特性。基于社会交换理论,本文提出了在线健康平台功能可供性通过感知社会支持和感知健康风险影响价值共创意愿的假设,并使用结构方程模型对278份调查问卷进行分析。结果表明,三类功能可供性(交互性、黏性和口碑)均能提升用户的感知社会支持并减少其感知健康风险,进而促进用户的价值共创意愿。同时,用户健康状况正向调节感知社会支持与价值共创意愿的正向关系以及感知健康风险与价值共创意愿的负向关系。研究揭示了在线健康平台可供性对用户价值共创意愿的影响机制,帮助管理者科学设计平台功能并改进用户健康状况。

Users of online health platforms(OHPs)often co-create value through information sharing and emotional support.However,the user profile(e.g.,patient)and co-created value(e.g.,health value)have unique features compared with general platforms.Based on social exchange theories,this study develops a model of how OHP affordances affect the value co-creation intention through perceived social support and perceived health risk.Based on the analysis of 278 questionnaires by partial least square structural equation modeling,the results show that three OHP affordances(interactivity,stickiness,and word of mouth)positively influence members'perceived social support and negatively influence members'perceived health risks,which in turn affects value co-creation intention.Moreover,OHP members'health status positively moderates the influences of perceived social support and perceived health risk on value cocreation intention.The results reveal the underlying mechanisms of how OHP affordances affect value co-creation intention,and help managers design platform functions and improve the health condition of users.