The Study Of Patients’ Behavior Intention Under The Web Medicial Knowledge Conflict

Web knowledge conflict becomes the most frequently encountered problems as network knowledge is always mixed and disorded. Faced with information knowledge conflict what will happen to people’s behavior is a very practical and valuable research topic. But, at present the research scholar in this field is rare, how to combine the behavior of the existing theoretical models and explore the new areas of common problem becomes very important.Firstly this article learns from the theoretical study of the existing theoretical basis to solve the practical problems. Combined the study of Behavior Theory, Consumer Behavior Theory and Knowledge Transfer Theory with individual interviews, some meaningful conclusions are concluded:Firstly, the web knowledge conflict situation will influence the choice of trust and behavior intention; Secondly, information searchers’trust degree and own characteristics affect behavior; Third, in when search for medical information, the biggest conflict is the different opinion between the patients’advice and doctors’; Finally, after searching for information, the generally behavior of them is to absorb knowledge, share knowledge and research information.After supported by theories and interviews, this paper constructs the research model and assumptions to solve two problems:trust choice and behavior intention under knowledge conflicts. Through the research, experiment, testing on the model and hypothesis, this article gives suggestions about the medical website design, the suggestions to improve the doctor-patient relationship and the medical plan of two specific groups:high education with high income group and the18to30groups, finally some meaningful conclusions are drawn:(1) From the perspective of trust choice, different types of knowledge conflict and trust will significantly affect the choice of trust doctors or patients after the information search, the more conflicts between doctors and patients, the more trust doctors; The higher the cognition trust of the doctor’s, the more they trust doctors;(2) From the perspective of behavior intention, trust will significantly improve the instrumental behavior intention, but no significant influence on social behavior intention;(3) From the perspective of the regulating variable, involvement adjustment effect significantly influence the degrees of knowledge conflict, cognitive trust of the trust choice; also significantly adjusted the affective trust, cognitive trust influence the instrumental behavior intention.Through the study of this article, it enriches and developes the theory of behavior from the point of view of theory research and solve the practical problems. The research provides a new perspective for the future study of medical knowledge network and the doctor-patient relationship improvements.