Online Health Care Service Use And Health Behaviors Of Young And Middle-aged People

In recent years,online medical health service system has emerged in an endless stream,and the number of users has increased exponentially.The emergence of such applications effectively alleviated the shortage of medical resources and the disequilibrium distribution of medical resources in China.Young and middle-aged people have mastered the necessary network application technology.They are the main users of online health services.In this paper,we aim to study the use of online medical health services and the changes in their psychology,intention and behavior after use,who aged between 19-45 and uses online medical health services.Through these,we try to find the mechanism between health service utilization and health promotion.Based on the theory of social cognition and the model of health belief,this paper sets up a structural equation model,which takes the online medical health service as the independent variable,the health intention as the dependent variable,the health risk perception and the self-efficacy as the intermediary variable.In addition,although the medical health websites are numerous,but the quality is varied,there are many common problems such as high repetition rate,formalism,and no protection of users' privacy,and the trust of users to the website is not high.Therefore,this paper regards media trust as an adjustment variable to detect the influence of media trust and to the extent to which it affects the role of online medical health service.Data collection by questionnaire survey,online through rolling snowball to invite the audience to fill out randomly,offline we issued a questionnaire at Tongji Hospital Outpatient Department.We totally issued 710 questionnaires,excluded the audience who hadn‘t used the system and beyond 19-45,there still left 510.At last,486 valid questionnaires are available.The structural equation model is analyzed by Amos.According to the modified index of AMOS model,the residual error is corrected,and the main fitting indexes meet the requirements.The results show that the use of online medical health service does not have a direct impact on health intentions,but it can have indirect effects on health intentions through health risk perception and self-efficacy.The use of online medical health services will increase the audience's health risk perception and then form positive health intentions.Moreover,media trust plays a moderating role in this relationship.The use of online medical health services will also enhance the sense of self-efficacy of the audience,which is more likely to generate positive health intentions.There is a significant correlation between health intention and health behavior.There are many shortcomings in this study,such as the analysis of the behavior on the specific node,in fact,the change of health behavior is a continuous process,we shoule use a dynamic way to analysis.Besides,the experimental method is more reliable in influencing factor analysis of behavioral change,so we can try more new method in future research.