Reseatch On The Impact Of Personality And Privacy Concern In The Context Of Online Health Service

As healthcare services become increasingly digitized and Intelligence, the way people for medical treatment has transformed from the traditional hospital to internet-based medical approach. The improved healthcare enabled by technological advances inevitably must bring more well-beings and chances. There is little else that is as consequential to an individual as health. With internet-based healthcare is called online healthcare. Since the acceptance level of this approach is higher, the benefits of the new pattern must be traded off against any unintended negative consequences. In the context, the privacy of one’s personal health information has escalated as a matter of significant concern for the public. Therefore, we pose the question of the disclosure of person’s health information. It provides direction for further research, but also has some challenges.Combined with the personalization privacy paradox and social support theory, we build research model based on the utility theory. For the personalization privacy paradox, the personalization includes personality, prior privacy invasion experiences, medical information sensitive, and the direct effect factor is privacy concern. For the social support theory, two important dimensions of social support-online information support and online emotional support is regarded as the moderator, respectively between the information sensitivity and privacy concern, privacy concerns and the dependent variable, play a regulatory role. Finally, this paper presents four direct effect hypothesis and four regulation hypothesis.The empirical research through research questionnaire data analysis shows that the two dimensions of the personalization-personality and privacy violations experiences have an impact on medical information sensitivity, in turn, impact the privacy concern, increase the disutility. The moderating role of the online information support is significant, rather online emotional support is not significant. The last is the conclusion shortcomings and limitations.