The Effect Of Perceived Value On The Willingness Of Rural Residents To Use Mobile Medical Services

Objective:Mobile medical service is an important solution to alleviate the imbalance of distribution of medical resources between urban and rural areas.In order to promote rural residents to further share high quality medical resources and better meet their health needs without leaving home,understand the impact of perceived value and doctor-patient trust on the willingness of rural residents to use mobile medical services in the context of mobile medical service,and clarify the relationship between the three,which will help to provide theoretical and practical basis for promoting the wide application of rural residents’ mobile medical service.Methods:Multi-stage stratified random sampling was used,Some rural residents in Shanxi Province were selected as the survey subjects,questionnaires were used for data collection,Excel software was used to sort and screen the data,and STATA statistical software was used to conduct difference analysis in demographic characteristics around three main variables(perceived value,doctor-patient trust,and rural residents’ willingness to use mobile medical services).At the same time,multiple regression analysis was carried out on the influencing factors of rural residents’ willingness to use mobile medical services.By constructing the interaction item between perceived value and doctor-patient trust,and The PROCESS of SPSS was used to analyze the moderating effects,The influence of doctor-patient trust on perceived value and the willingness to use mobile medical services by rural residents was discussed.Results:Overall,rural residents are less willing to use mobile medical services.The results of the difference analysis showed that there were significant differences in the perceived quality scores of mobile medical service among rural residents of different genders,ages,education levels,income levels,health status,and trust tendencies(P<0.05).The emotional response scores of rural residents with different genders,age,education level,health status and trust tendency were significantly different(P<0.05).There were significant differences in the monetary price scores of mobile medical services among rural residents of different genders,ages,education levels,income levels,health status,and trust tendencies(P<0.05).There were significant differences in the price scores of mobile medical service behavior of rural residents with different genders,ages,education levels,health status,and trust tendencies(P<0.05).The reputation scores of mobile medical services among rural residents of different genders,ages,education levels,health status,and trust tendencies were significantly different(P<0.05).The perceived risk scores of mobile medical services among rural residents with different genders,ages,education levels and trust tendencies were significantly different(p<0.05).There were significant differences in the scores of trust in mobile medical services for rural residents by gender,age,education level,health status and trust tendency(p<0.05).There were significant differences in the scores of different genders,ages,education levels,and trust tendencies of health status on the willingness of rural residents to use mobile medical services(P<0.05).The perceived value and doctor-patient trust of rural residents on mobile medical services will have a positive impact on the willingness of rural residents to use mobile medical services,and the interaction items of perceived value and doctor-patient trust show that the doctor-patient trust has a positive strengthening effect on the perceived value on the willingness of rural residents to use mobile medical services.Specifically,for rural residents with low doctor-patient trust(M-1SD),the positive predictive effect of perceived value on the willingness of rural residents to use mobile medical services was weak(β=0.06,P<0.05,95%CI=[0.015,0.104]).Conversely,for rural residents with high level of doctor-patient trust(M+1SD),perceived value had a strong positive predictive effect on the the willingness of rural residents to use mobile medical services(β=0.10,P<0.05,95%CI=[0.047,0.169]).Therefore,it can be seen that the predictive level of the perceived value on the willingness of rural residents to use mobile medical services increases with the increase of doctor-patient trust,which has a significant moderating effect.Conclusion:In order to further strengthen the promotion and application of mobile medical services in rural areas,so the mobile medical service platform should not only improve the use value of mobile medical services themselves,but also pay more attention to the doctor-patient trust,and strengthen the trust level of rural residents in mobile medical service providers by further improving the professional title,medical qualifications,diagnosis and treatment experience and other information of offline hospitals to which mobile medical service providers belong.In order to increase the willingness of rural residents to use mobile medical services,it aims to provide ways for rural residents,especially rural vulnerable groups,to enjoy high-quality medical resources,better meet their health needs,and more efficiently realize the medical pattern of “letting ordinary people run less and let data run more”.