An Empirical Study On The Utilization Of We Chat Public Accounts In Public Hospitals

Objective:With the rapid development of information and communication technologies,new information dissemination tools are constantly being updated.WeChat public number in its unique form to achieve a full range of text,pictures,voice,video of a specific group of all-round communication and interaction,has attracted more and more groups and individuals to open WeChat public number.The use of new media such as the WeChat public number by the hospital to spread hospital information and medical science has also become a common phenomenon.This article intends to understand the user's cognitive status of the hospital's WeChat public account through empirical investigation and research,what kind of information the user hopes to obtain and disseminate through the hospital's WeChat public number,and to identify the factors influencing the user's use of the hospital's WeChat public number,so as to effectively help the hospital brand.The construction will expand the influence of the hospital and provide users with better quality content and services.Methods:According to the different contents of the research,this research topic adopts literature research methods,questionnaire survey methods,quantitative research methods and other research methods.Based on the relevant theoretical concepts of the WeChat and WeChat public accounts,a literature research method was used to investigate the perceptions of 18 residents of the Guangzhou Public Sanjia General Hospital WeChat public number in the Guangzhou region using a questionnaire survey method,aiming at the WeChat publicity index of the hospital WeChat public number.Collection analysis uses a combination of quantitative analysis and qualitative analysis.Results:(1)The popularity rate of hospital micro-channel public number in Guangzhou area is high,and more than 80% of respondents surveyed and used the hospital WeChat public number.The frequency of use of hospital WeChat public users is low,and more than half of respondents use the hospital WeChat public number only when there is a demand for medical services.(2)The user's overall evaluation of the hospital WeChat public number is better,but the service quality variable evaluation of the hospital WeChat public number is generally(3)There are significant evaluations of service quality,satisfaction,and continuous use willingness among different hospital WeChat public numbers.Differences,but differences in usefulness,ease of use,expected expectations,and content information quality are not significant.(4)The wci index has no significant correlation with expected variables,perceived service quality,content information quality,perceived usefulness,perceived ease of use,and other cognitive variables.(5)Expected expectations,perceived service quality,content information quality,perceived usefulness,perceived ease of use are significantly and positively related to satisfaction.(6)Content information quality,perceived usefulness,perceived ease of use,and satisfaction are significantly and positively related to willingness to continue use.(7)Expected expectations and perceived service quality are affected by external variables and do not enter the regression equation.However,overall,expectations and perceptions of service quality still indirectly affect the willingness to continue use by affecting satisfaction.Conclusion:The Guangzhou Welfare Public Account of the Guangzhou Regional Hospital has a popularization rate,and the frequency of use is low.The overall user evaluation is good,but the level is not high.Usefulness,ease of use,expected expectations,perceived service quality,and content information quality are factors that influence the user's satisfaction with the hospital's WeChat public number and continued hospital use.There is no significant difference in usefulness,ease of use,expected expectations,and quality of content information among different hospital WeChat accounts.There is a homogenization problem among hospital WeChat public numbers.The wci index cannot fully reflect and evaluate the users' perceptions of the WeChat public number,and it needs to establish a more complete evaluation system to evaluate the hospital WeChat public number.This study proposes to improve the hospital WeChat public number: hospitals need to introduce new technologies,develop new features of the hospital WeChat public number,and increase their usefulness.Simplify the user's use process,optimize the use experience,and enhance ease of use.Establish a sound evaluation system for the hospital's WeChat public number,tap the deeper value of the public number,and improve the quality of the public number.Pay attention to service quality,pay attention to user feedback,and enhance communication and interaction with users.Pay attention to the originality of public number push information,improve information quality,and enrich the form of delivery.