Research On Influential Factors Of Mobile Medical Payment Based On The Diffusion Of Innovation Theory

BackgroundWith the development of mobile internet and popularity of smart phones, mobile payment based on intelligent terminal develops rapidly in the field of electronic commerce. It has been widely used in shopping on line, paying for entertainment and public service, etc. For it is convenient, fast, safe and personalized, it has gained large customer base and changed people’s life style deeply.In medical industry, when patients go to the large governmental hospitals to see the doctors, they find there are complex process and have to wait for a long time, which has been criticized for many years. With the development of new medical reform, the hospitals begin to optimize the process of seeking medical help by means of informatization in order to improve patients’ experience of seeing a doctor and their satisfaction.For the moment, when it comes to payment in the hospital, people have to wait in line. The internet companies, especially Alibaba and Tencent, start to seek for cooperation with hospitals, using a third party payment platform and Alipay and Wechat as the entrance to realize the mobile medical payment. Then the patients don’t need to wait in the hospital, which will save patient’s time and improving their experience of seeing a doctor.However, as a technical innovation in medical field, especially for the hospital, there must be some restrictions for the promotion of mobile medical payment. Therefore, the hospital and related enterprise need to know the influential factors and how to let more patients use it.ObjectiveBased on diffusion of innovation theory, combined with the characteristics of mobile medical payment and applied the theory to the mobile medical payment. This thesis mainly researches the diffusion of innovation of mobile medical payment and aims to discuss the influential factors on mobile medical payment:.MethodWe analyzed the influential factors on mobile medical payment and construct a model for it according to the diffusion of innovation theory. Summarizing the factors of innovation, environment, spread channel and individual, and put forward research hypothesis for each.Designing the questionnaire according to the model and research hypothesis and modify it by interviewing method and investigation. Finally there are 28 items in the questionnaire, including eight variables. Choosing three hospitals in Guangzhou which are Third Level 1st class Hospital as the investigation sites, at the same time, sending electronic edition through the internet. The investigation time is February 1-15,2015.376 are collected and 359 are valid and the effective rate is 95%.We used SPSS 19.0 statistical packages to analyze the data from the questionnaires, including analysis of descriptive statistics, validity and reliability, correlation. The significance level:α=0.05ResultThere are distinct correlativity between the intention of using mobile medical payment and relative dominance, compatibility, usability, observability, environmental and personal factors. Based on the correlation between size, divided into important influencing factors (personal factors, and environmental factors), secondary factors (relative advantage, compatibility) and related factors (usability, observability, channels)At last, the thesis offer the proposal of the promotion of mobile medical payment according to the research result. It is necessary to investigate and survey widely, analyze the customer’s requirement, and choose a appropriate cooperation before launching the mobile medical payment. At the stage of promotion, the perfect strategy should be made according to different influential factors, providing reference for the diffusion of innovation of mobile medical payment.