An Empirical Study Of User Acceptance On Medical And Health Website

China is the most populous country in the world. The efficient use of medical and healthresources which are limited has been a major issue of beneficial to the people’s livelihood. Withthe rapid development of Internet technology, the medical and health industry suffered the violentimpact of the Internet boom and entered the revolution epoch as same as other industries.Although the prospects for the development of medical and health website is very optimistic, thisnew service is still not be accepted by the majorities at present. Therefore, it is necessary for astudy of medical health websites that from the user’s point of view in order to promote itspopularization and development.In order to study user’s behavioral intention and use behavior on Medical and Health Website,a theoretical model is built based on Unified Theory of Acceptance and Use of Technology(UTAUT) with the consumer perceived risk theory and Network health information credibility. Anempirical research is adopted in this paper, and the data is collected through questionnaire. Then,the data is analyzed by descriptive statistics, reliability analysis and validity analysis by SPSS. Thehypotheses of the model are verified by structure equation model through AMOS17.0. Accordingto the empirical test, performance expectancy, social influence and network health informationcredibility are important factors influencing user acceptance of the intention and behavior. Partialpaths are moderated by experience and gender. At last, the results are discussed and correspondingcountermeasures are also proposed.This paper consists of five chapters. The first chapter is the research background, researchsignificance and research contents. The second chapter is the review of five theories includingmedical and health website related research, user acceptance, consumer perceived risk andnetwork health information credibility. In the third chapter we propose the theory model byanalyses each variable. Medical and health website acceptance model has been established, andthe questionnaire has been designed. The fourth chapter is the empirical analysis includingreliability and validity analysis, descriptive statistics analysis and the structural equation modelsolution. The fifth chapter is the conclusion and prospect.