| Online health service is getting health service through the Internet andCommunication Technologies. As the improvement of living standards, peoples’demand of necessary medical support has also increased. However, the lack and unevendistribution of medical resources make it still inconvenient and expensive for mostpatients. To satisfy their needs, many platforms are providing health services online, e.g.,―Hao Daifu Zaixian‖. A study on―Hao Daifu Zaixian‖suggests that the purchaseconversion rate of57thousand physicians was below0.1%, large smaller than that ofe-commerce,5%. To understand the low purchase conversion rate of online healthservice, this paper is designed to study the inhibitors of peoples’ adoption intention,which has both theoretical and practical significance.According to the research questions and context, The Status Quo Bias Theory andRational Choice Theory are used as theory foundation to build research model. Basedon the Status Quo Bias Theory, health service habit, sunk costs and transition costs arestudied as the inhibitors. As the health context, this research also incorporates privacyfactors into the inhibitors. These inhibitors are used as antecedents of the model. Basedon the Rational Choice Theory, perceived benefit and risk are used as middle variables.Adoption intention is the dependent variable. As online health service can also beaffected by Internet using factors, previous Internet experience is used as a moderatorbetween antecedents and middle variables, middle variables and dependent variable.Therefore, six direct hypotheses and six moderating hypotheses are proposed.To test the research model, an online-survey of338respondents was conducted.The results show that:1) inhibitors based on the Status Quo Bias Theory can influenceonline health service adopt intention via perceived benefit and risk;2) the privacyprotection belief can be a part of uncertainty costs leading to the status quo bias;3)previous Internet experience plays a positive moderating role on benefit related effects,and plays a negative moderating role on risk related effects, which is different fromprevious e-commerce research. Finally, the theoretical and practical contributions andlimitations are discussed. |
