Research On The Factors Affecting User Satisfaction Of Hospital WeChat Public Account

[Purpose]Through the analysis of the empirical study results,the author interprets the important factors affecting the user satisfaction of the hospital WeChat public account.The dissertation reveals the existing situation in the operations of the hospital WeChat public number,provides the measures to improve the user satisfaction of the hospital WeChat public account from the aspects including user requirements,user experience and user privacy,which aims to improve the construction of the future hospital WeChat public number platform.[Methods] Based on the theoretical model of expectation confirmation,the structural equation model was constructed by combining with the theory of use and gratification and the theory of user experience,and questionnaires was designed and collected to obtain the sample data.Then statistical analysis and hypotheses tests were conducted by using software like SPSS and AMOS.[Results] The hypothesis test results show that:(1)information quality requirements,convenience service needs,and security privacy requirements have significant positive effects on expectations;(2)functional experience and trust experience have significant positive effects on perceived performance;(3)expectations have a significant positive impact on perceived performance;(4)expectations have a significant negative impact on expectation confirmation degree;(5)the performance has a significant positive impact on the expectation confirmation degree;(6)the expectation confirmation degree has a significant positive impact on the user satisfaction of the hospital WeChat public account.[Conclusions]According to the research results,the factors affecting the customer satisfaction of the hospital WeChat public account include: demand,experience,expectation,perceived performance and expectation confirmation.The user requirements mainly include information quality requirements,convenient service requirements,and security privacy requirements.The experience mainly includes functional experience andtrust experience.In this regard,the following countermeasures are proposed:(1)sharply grasp the user's needs,provide accurate and effective information;(2)streamline operational processes and enhance user experience;(3)send the correct and credible health information to the users,and protect the user's privacy.