Analysis Of Patients’ Online Medical Behavior Based On The Fogg Behavior Model

Objective: Based on the Fogg behavior model,this study takes patients who have received online medical services in Zhejiang Province as the survey object,and uses questionnaires to explore the influence mechanism of motivation,ability and trigger factors on patients’ online medical behavior,so as to provide countermeasures and suggestions for promoting patients’ online medical behavior.Methods:(1)Methods of Literature: Through the review of the research status of online medical behavior,define the definition and measurement methods of online medical behavior,summarize the influencing factors of online medical behavior,and lay a theoretical foundation for exploring patients’ online medical behavior.(2)Focus group discussion method: 12 patients who have received online medical services were selected by purpose sampling to understand the development status,key influencing factors and corresponding suggestions of online medical treatment behavior.(3)Questionnaire survey method: A total of 523 patients who received online medical services in Zhejiang Province were investigated by using the questionnaire of patients’ online medical behavior and its influencing factors.Patients’ online medical behavior includes participation awareness,trust,compliance and respect.The influencing factors of online medical behavior include motivation factors,ability factors and trigger factors.(4)Mathematical statistics: This study uses SPSS22.0 and AMOS26.0to verify and analyze the quantitative data.(1)The reliability of the questionnaire was tested by Cronbach’ s α coefficient,and the validity of the questionnaire was tested by confirmatory factor analysis;(2)The median,standard deviation and composition ratio were used to describe the current situation of patients’ online medical behavior;(3)Independent sample t-test,one-way analysis of variance and hierarchical linear regression were used to screen the influencing factors of patients’ online medical behavior;(4)Pearson correlation analysis was used to analyze the correlation between motivation factors,ability factors,trigger factors and patients’ online medical behavior;(5)The structural equation model was constructed to verify the hypothesis of the influencing factors of patients’ online medical behavior,including the mediating effect.Results:(1)Basic information of the questionnaire: The questionnaire of patients’ online medical behavior and its influencing factors consists of four aspects:motivation factor,ability factor,trigger factor and online medical behavior,with a total of 9 dimensions and 43 items.(2)Reliability: The Cronbach’s α coefficients of the questionnaire on patients’ online medical behavior and its influencing factors were all greater than 0.9,the KMO means were greater than 0.9,the cumulative variance contributions of the common factors were all greater than 70%,and the factor loadings were all greater than 0.55.The questionnaire had good reliability and validity.(3)There were significant differences in the scores of online medical behavior among patients with different gender,age,education,occupation and personal annual income(P<0.05).There were significant differences in online medical behavior scores among patients with different online medical symptoms,service forms,disease stages,online medical platforms,online medical frequency,health status and online medical willingness(P<0.05).(4)Hierarchical linear regression analysis showed that the main influencing factors of patients’ online medical behavior were motivation,ability,information publicity and platform management(β=0.292,P<0.01;β=0.391,P<0.01;β=0.087,P<0.01;β=0.079,P<0.01).(5)The results of structural equation model analysis : motivation factors can directly affect patients’ online medical behavior,and the direct effect value is 0.401.The ability factor can directly affect the patient’ s online medical behavior,and the direct effect value is 0.527.The trigger factor has only an indirect effect on the patients’ online medical behavior,and the indirect effect value is 0.287.At the same time,trigger factors have an indirect effect on patients’ online medical behavior through motivation factors,and the mediating effect value is0.229.Trigger factors have an indirect effect on patients’ online medical behavior through motivation factors,and the mediating effect value is 0.400.Conclusions:(1)The online medical behavior of patients in the sample area of this study is generally at a general level,and it is worse than the offline medical behavior of patients.(2)There are significant differences in the scores of patients’ online medical behavior in different online medical situations.Patients choose to conduct online medical treatment when the disease symptoms are mild,video consultation,Internet hospitals opened by public hospitals,online medical treatment more than 10 times,good health status,and high willingness to seek online medical treatment.(3)Through structural equation model analysis,it is concluded that motivation factors and ability factors will directly affect patients’ online medical behavior,trigger factors will indirectly affect patients’ online medical behavior,and motivation factors and ability factors play an intermediary role in it.(4)Based on the empirical results,the main recommendations are as follows:(1)Improve online consultation services and stimulate patients’ online medical behavior motivation;(2)Carry out online medical use training for patients to reduce the ’ threshold ’ of patients’ online medical behavior;(3)Play the synergistic role of multiple subjects to trigger patients’ online medical behavior.