Study On Influencing Factors Of EVLN Behavior Of Online Health Community Users From The Perspective Of Demand

As a typical model of "Internet+health",online health community provides an important platform for users to obtain disease information and share and exchange health knowledge.Demand determines the EVLN behaviors of online health community users,namely exit,voice,loyalty and neglect.It is necessary to explore the factors influencing EVLN behaviors of online health community users from the demand perspective,as how to make users’ needs satisfied and their constructive behaviors improved and destructive behaviors reduced has become a key point for the sustainable development of online health communities.In this paper,based on the demand perspective,a fuzzy set qualitative comparative analysis method is used to study the EVLN behaviors of online health community users.Firstly,through literature review,a more systematic review of domestic and international research on online health communities is conducted,and research results on community users’ needs in the field of virtual community research are summarized and organized.Based on psychological contract theory and EVLN behavior model,relevant concepts are defined,and six factors,namely,information acquisition,economic benefits,emotional attachment,leisure and entertainment,social interaction and reputation and fame,are selected as antecedent condition factors The theoretical model of this paper was constructed by taking the four behaviors of withdrawal,suggestion,loyalty and neglect as outcome variables.Subsequently,a total of 195 valid questionnaire data were obtained by means of a questionnaire survey.fs QCA3.0 software was used to realize the transformation,calibration,necessary condition analysis,and sufficient condition analysis of the valid data.Finally,the findings of the full text were sorted out and summarized,and several insights and suggestions for the future development of online health communities were summarized,while the shortcomings of this paper’s research were pointed out and the future research on online health communities was prospected.The study shows that:(1)the paths leading to destructive behaviors of online health community users,i.e.,withdrawal and neglect behaviors,are identical,with three paths:low information access* low economic benefits * low emotional attachment * low leisure and entertainment * low social interaction * low reputation;high information access * low economic benefits * low emotional attachment * high leisure and entertainment * high social interaction * low reputation;high information access * high economic benefits *low emotional attachment * high leisure * low social interaction * high reputation.Among them,economic benefits,emotional attachment and social interaction are the core elements that trigger users to produce destructive behaviors.(2)The paths leading to constructive behaviors,i.e.,constructive and loyal behaviors,in online health communities are identical,with five paths: high information access * high economic benefits * low emotional attachment * high leisure and entertainment * high reputation;high information access *high economic benefits * high emotional attachment * high leisure and entertainment *high social interaction;high information access * high economic benefits * high emotional attachment * high social interaction * high reputation;high information access * high emotional attachment * high leisure * high social interaction * high reputation;high information access * low economic benefit * low emotional attachment * high leisure *high social interaction * low reputation.Among them,information acquisition is the core condition element that triggers users to generate constructive behaviors.Based on the results of multiple concurrent causality,this paper proposes five suggestions to strengthen content regulation to guarantee information credibility;improve reward and punishment mechanisms;improve user trust and enhance user emotional interaction;provide personalized services to grasp user interest points;and improve the visibility of high-quality users to meet user needs,which provide references for online health community management and construction.