Research On The Behavior And Use Of Online Medical Treatment From The Perspective Of Interaction

At present,China’s Internet medical service is playing an important role in optimizing the allocation of medical resources,adapting to patients’ medical needs,making up for the weak links of offline medical treatment,and improving the equality of medical services.The market scale is also expanding.With the publication of a series of policies,the concept of "Internet plus medical health" is gradually developed and shaped.Internet medical service may cover most patients’ medical treatment process,and various medical platforms may provide comprehensive or specialized online medical services for patients.Based on the advantages of online medical treatment and the improvement of residents’ health awareness,the demand for online medical treatment in China has been increasing in recent years.In this study,the behavior and use of online medical treatment under three interactive scenarios of patient-doctor,patient-patient and patient-platform are studied from the perspective of interaction.After fully considering the actual situation of online medical interaction and referring to user interviews,the author innovatively uses interaction theory,two-factor theory,perceived benefit theory,perceived risk theory and trust theory comprehensively,further divides the interactive perception-perceived benefit with positive impacts into perceived information benefit,perceived emotional benefit and perceived convenience,and the interactive perception-perceived risk with negative impacts is divided into perceived health risk and perceived privacy risk,patient trust is divided into cognitive trust and affective trust.This paper explores the effects of some interactive perception factors on trust,trust on intention to use,and some interactive perception factors on intention to use in three situations through constructing a research model.The main conclusions according to the significance and significance level of each research path are as follows.From the perspective of variables,we can conclude the role of each interactive perception factor in each context.Perceived information benefit may affect both cognitive and affective trust in patient-doctor and patient-platform interactions positively,but only may affect cognitive trust positively in patient-patient interaction,perceived information benefit in patient-doctor interaction has the most significant impact on cognitive trust.Perceived emotional benefit may positively affect cognitive and affective trust in patient-platform interaction,but only may positively affect affective trust in patient-doctor and patient-patient interactions.Perceived convenience may positively affect patients’ intention to use under three situations,the most significant impact exists in patient-doctor interaction.Perceived health risk and perceived privacy risk have no impact on cognitive or affective trust in patient-doctor interaction,but in patient-patient and patient-platform interactions,they may negatively affect cognitive and affective trust.Perceived health risk has a more significant impact on cognitive and affective trust in patient-platform interaction than in patient-patient interaction,perceived privacy risk has a more significant impact on affective trust than on cognitive trust.From the perspective of interactive situation,we can conclude the characteristics of each kind of interaction in online medical treatment.For example,patients give the most credit to obtaining medical information from doctors,humanistic care from other patients is highly useful,and patients are quite sensitive to obtain information through searching and browsing.This paper not only contributes new research results in theory,but also provides reference for the future development and improvement of online medical treatment in practice.