基于UTAUT模型的互联网诊疗患者忠诚度影响因素研究

Influencing factors of patient loyalty for internet diagnosis and treatment based on UTAUT model

目的分析互联网诊疗患者忠诚度的影响因素,为提高互联网诊疗服务质量,促进互联网诊疗可持续发展提供参考。方法2023年11月,采用简单随机抽样方法,选取接受过互联网诊疗的患者作为调查对象,进行有关绩效期望、努力期望、社会影响、促进条件、价格价值、患者信任和患者忠诚度的问卷调查。通过建立互联网诊疗患者忠诚度影响因素的整合技术接受模型,提出假设路径;采用结构方程模型(structural equation model,SEM)检验和中介效应分析验证假设路径和中介效应,探索互联网诊疗患者忠诚度的影响因素。结果本研究共纳入1800例患者,其中接受互联网诊疗频次≥3次/月的患者1188例(66.0%)。经SEA检验,绩效期望(β=0.296,P<0.001)、社会影响(β=0.146,P=0.014)、促进条件(β=0.366,P<0.001)、价格价值(β=0.452,P=0.017)和患者信任(β=0.459,P<0.001)对患者忠诚有直接正向影响;社会影响(β=0.147,P<0.001)和促进条件(β=0.084,P<0.001)对患者信任有直接正向影响。经中介效应检验,患者信任在社会影响和患者忠诚度之间(β=0.071,P=0.018),以及促进条件与患者忠诚度之间(β=0.748,P=0.041)起部分中介作用。结论绩效期望、社会影响、促进条件、价格价值和患者信任正向影响互联网诊疗患者忠诚度,其中社会影响和促进条件可通过增强患者信任提升患者忠诚度。建议相关机构以互联网诊疗服务质量为核心,进一步提高互联网诊疗绩效期望、扩大社会影响、完善促进条件和规范价格价值等,以提升互联网诊疗患者忠诚度,促进互联网诊疗服务的推广应用和快速发展。

ObjectiveTo analyze the influencing factors of patient loyalty in internet diagnosis and treatment,for references for improving the service quality and promoting the sustainable development of internet diagnosis and treatment.MethodsIn November 2023,a simple random sampling method was used to select patients who had received internet diagnosis and treatment as the survey objects and conduct a questionnaire survey on performance expectations,effort expectations,social influence,promotion conditions,price values,patient trust and patient loyalty.By establishing an unified theory of acceptance and use of technology model of influencing factors of patient loyalty in internet diagnosis and treatment,the hypotheses were put forward.The structural equation model(SEM)test and mediation effect test were used to verify the hypothesis path and variable mediation effect,and explore the influencing factors of internet patient loyalty.ResultsA total of 1800 patients were included in this study,including 1188 patients(66.0%)who received internet diagnosis and treatment≥3 times/month.According to the SEA test,performance expectations(β=0.296,P<0.001),social influence(β=0.146,P=0.014),promotion conditions(β=0.366,P<0.001),price values(β=0.452,P=0.017),and patient trust(β=0.459,P<0.001)had a direct positive impact on patient loyalty;Social influence(β=0.147,P<0.001)and promotion conditions(β=0.084,P<0.001)had a direct positive impact on patient trust.According to the mediation effect test,patient trust partially mediated the relationship between social influence and patient loyalty(β=0.071,P=0.018),as well as the relationship between promoting conditions and patient loyalty(β=0.748,P=0.041).ConclusionsPerformance expectations,social influence,promotion conditions,price values,and patient trust had a positive impact on patient loyalty,among which social influence and promotion conditions could enhance patient loyalty by strengthening patient trust.It was suggested that relevant institutions should focus on the service quality of internet diagnosis and treatment,further improve performance expectations,expand social impact,improve promotion conditions and regulate price values,so as to enhance the patient loyalty,promote the wide application and rapid development of internet diagnosis and treatment.