| With the development of social economy and the improvement of living standard,people’s demand for health care is increasing.However,due to the lack of medical resources and the uneven distribution of medical resources in China,the problem of inadequate and overly expensive medical services is gradually apparent to reveal out.Mobile health Apps are widely used in our daily life as the mobile health industry developed.The users are able to get the medical services in other parts of the world without leaving home.The new model provides an effective direction to solve the current problems in medical field.The adverse selection and moral hazard in medical services,which are caused by the information asymmetry,have been played a role in the primary conflict of health care.The present paper aimed to investigate the effect of mobile health platform on customers’ service selection.The consumer behavior and information asymmetry theory were analyzed and summarized with literature review,which we combined with the present situation and development of mobile medical industry features.The model of service purchase was constructed,to which we added doctor’s background information,hospital label,online reputation,online effort and service price as independent variables.Learner regression analysis was performed.All of the data were obtained from the Chunyu Doctor App.As a result,the strongest association for service purchase is background information of doctor,followed by hospital label.Online reputation and maintenance transfer to the user as a signal of quality of service,service purchases also has a significant positive effect for the service.The service charge has a negative effect on service purchases.In this paper,through the study of the user’s purchase behavior,to provide a theoretical basis and methods for the future of mobile medical related research.The results of the study have put forward suggestions and help on the future development of mobile medical industry in China. |
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