A Research On Influencing Factors Of Internet Medical Platform's Willingness To Use Based On Platform Characteristics

With the rapid development of the Internet era,the Internet is increasingly inseparable from our lives,and various Internet-friendly softwares are emerging one after another.The use of Internet software has also become the focus of many scholars.At present,China's medical industry is in the period of reform,the state vigorously promotes the "Internet + medical" policy,a series of Internet medical platforms have emerged,but in the medical context,privacy security issues are particularly important.Due to the consideration of the particularity of the medical industry,the Internet medical platform has special characteristics different from other Internet platforms.Therefore,the research on the influencing factors of the willingness to use the Internet medical platform has received extensive attention.Under the background of the rapid development of "Internet + medical",this study takes people from two types of Internet medical platforms-WeChat Subscription and APP as the main research objects.After reviewing the literature,it is decided to explore the influencing factors of willingness to use of Internet medical platforms from the perspective of platform characteristics.The platform features are mainly explored from the two aspects of attracting characteristics and privacy characteristics.After recovering 411 valid questionnaires and processing data,we found that the attractive characteristics of Internet medical platform are mobile service function,interactive function,personalized service function and privacy.The characteristics of privacy policy and privacy control have a significant positive impact on the willingness t o use.Among them,in terms of attracting characteristics,the mobile service function has the highest degree of influence,the personalized service function is slightly less,and the interactive function has the least impact;in terms of privacy characteristics,privacy control has a greater impact than the privacy policy.In addition,after introducing the two mediator variables of perceived personal interest and perceived privacy risk,the research shows that the perceived personal interest plays a part in mediating the temptation characteristics of the Internet medical platform and the user's willingness to use,and the privacy risk is perceived in the privacy of the Internet medical platform.Control and user's willingness to play a part of the intermediary role.Finally,this paper explains and sorts out the above conclusions according to the actual situation,and proposes that the Internet medical platform should continue to optimize the services related to the Internet medical platform,the government needs to improve the legislation and strengthen privacy protection,hospitals need to strengthen industry self-discipline,improve professional level and users need to provide their own privacy protection strategy recommendations,in order to promote the better development of Internet medical services.