Research On The Influence Of Continuity Of Doctor-patient Interpersonal Information On User Stickiness Under Mobile Medical Platform

[Purpose] To analyze the action path and effect of the mobile medical platform to realize the continuity of doctor-patient interpersonal information,to explore the impact of the continuity of doctor-patient interpersonal information on patient user stickiness,to clarify the impact path of the continuity of doctor-patient interpersonal information on patient user stickiness,and to propose countermeasures and suggestions to enhance the user stickiness of the mobile medical platform from the perspective of strengthening the continuity of doctorpatient interpersonal information and user trust,so as to provide theoretical basis for promoting the construction and operation of the mobile medical platform.[Methods] Based on the theoretical model of S-O-R(stimulus-organism-response),the structural equation model is constructed with continuous interpersonal information between doctors and patients and perceived ease of use as stimulus factors(S),user trust,perceived benefits and perceived risks as organism(O),and user stickiness as response(R),and seven research hypotheses are put forward.236 valid sample data were obtained by questionnaire survey,and SPSS and AMOS software were used for statistical analysis and hypothesis testing of the model.[Results] The hypothesis model was tested and found out: continuous interpersonal information between doctors and patients,perceived benefits have a significant positive impact on user trust(P<0.001),user trust has a significant positive impact on user stickiness(P<0.01),perceived benefits have a significant positive impact on user stickiness(P<0.001),perceived ease of use and continuous interpersonal information between doctors and patients interact(P<0.01),while perceived ease of use has no significant impact on user trust,and perceived risks have no significant impact on user trust and user stickiness.Through path analysis,it is found that the path coefficient of the continuous influence of doctor-patient interpersonal information on user trust is the largest,which is 0.66,followed by the path of the influence of user trust on user stickiness,the continuous and perceived ease of use of doctor-patient interpersonal information,the perceived benefit on user trust and the perceived benefit on user stickiness,which are 0.59,0.59,0.27 and 0.23 respectively.[Conclusion] The interpersonal information between doctors and patients under the mobile medical platform continuously enhances the trust of users,thus enhancing the stickiness of users.Suggestions are as follows: Improve and optimize the platform functions and improve the platform quality;Strengthen the incentive effect on doctors to realize continuous interpersonal information between doctors and patients;Improving the perceived benefits of patient users through multiple channels;Open up the closed-loop service of "medicine-patient-hospital-medicine" to realize continuous medical service.