Study On Continuance Use Behavior Of Online Healthcare Community And Its Impact On Doctor-patient Relationship

With informatization of hospitals and rapid advancement of Web 2.0 technologies,online healthcare community appeared.The online healthcare community provides a new way for the normal people to seek medical advice.It can allocate scarce medical resources,enhance the quality of medical services received by patients.However,the current online healthcare community in China has lots of problems and users have low willingness to continuance use it.Therefore,how to improve the willingness to continuance use the online healthcare community become an urgent problem.In addition,online healthcare communities gives patient more power with their behaviors,.In the current situation of tension relationship between doctors and patients,what is the impact of use online medical communities on the relationship between doctors and patients is also the question that we want to explore.This dissertation conducts an empirical study on the influence of the continuance use intention of online healthcare community and the impact of continuous use of online healthcare community on doctor-patient relationship.According to reading and combing domestic and foreign literature,this dissertation has extended the expectation confirmation theory and post-adoption theory.The structural equation model was established for the influencing factors and the mechanism of the continuous use of the online healthcare community and the mechanism of how the continuance use of the online healthcare community to improve the relationship between doctors and patients.Based on these structural equation models,this dissertation designed the standard Likert scale and tested the reliability of the questionnaire.Formal questionnaires were conducted for patient-users of online healthcare communities in 3 hospitals which working with online healthcare communities.The survey lasted for a month and collected 494 valid data.The experimental result shows that the confirmation of online healthcare community performance expectation and perceived interaction of online healthcare community will significantly affect user satisfaction and influence the willingness of continuous use of online healthcare community.The continuance use behavior of online healthcare communities have a positive impact on the patient perceived fairness of health care services,and thus affect patient satisfaction,while continuing to use behavior also affects the user’s trust and influence positive word of mouth behavior with patient satisfaction,and ultimately improve the relationship between doctors and patients.This dissertation provides a reference for the operators of online healthcare community and the decision makers of hospital to improve their users’ satisfaction and patients’ satisfaction and improve the relationship between doctors and patients.