互联网医疗平台用户使用意愿及影响因素研究

Study on Usage Intention and Influencing Factors of Internet Medical Platforms Users

目的分析后疫情时代互联网医疗平台用户使用意愿及影响因素。方法基于UTAUT模型与双因素理论的整合分析,采用问卷调查法分别从促进因素和抑制因素分析互联网医疗平台用户使用意愿及影响因素。结果绩效期望、努力期望和社会影响对互联网医疗平台用户使用意愿产生正向影响,便利条件和使用意愿对使用行为产生正向影响,感知风险对使用行为产生负向影响,转换成本对使用意愿影响并不显著。结论为提高互联网医疗平台用户使用率,缓解群众“看病难、看病贵”问题,建议从全渠道加强引导、优化产品设计和保障用户信息安全等方面提高平台服务能力。

Objective To analyze the usage intention and influencing factors of Internet medical platform users in the post-pandemic era.Methods Based on the integrated analysis of UTAUT model and dual-factor theory,a questionnaire survey was used to analyze the usage intention and influencing factors of online medical platform users from the perspective of promoting factors and inhibiting factors.Results Performance expectation,effort expectation and social influence had a positive impact on the usage intention of Internet medical platform users,convenience conditions and use intention had a positive impact on usage behavior,perceived risk has a negative impact on usage behavior,and switching cost has no significant impact on usage intention.Conclusion In order to improve the utilization rate of online medical platform users and alleviate the problem of"narrow access to medical service",it is recommended that the service capacity of the platform be improved in terms of strengthening the guidance of the whole channel,optimizing the design of the products,and guaranteeing the security of users'information.