The Research On Influencing Factors Of Consumers’ Willingness To Seek Medical Advice By "Guanxi"

With the development of technology and the rapid change of society,the field of health will become the next object to be reformed and subverted.Therefore,the medical market has become the focus of academic attention.At present,Chinese medical market is facing the reality of high-quality medical resources shortage,uneven distribution and lack of trust between doctors and patients.Under the pressure of the reality,coupled with the influence of Chinese original "Guanxi" culture,the unique phenomenon was born which is seeking medical advice by “Guanxi”.In the past,the research of medical market focused on formal medical treatment process,but few studies started from the informal process of seeking medical advice by “Guanxi”.However,in the process of the establishment and development of medical market’s rule,seeking medical advice by “Guanxi” has become an important obstacle,but this is the choice of consumers’ subjective initiative.Therefore,the factors of influencing consumers’ willingness to seek medical advice by “Guanxi” must be further explored.Based on the situation of lack of trust between doctors and patients in Chinese medical market,and based on the SOR theoretical model,after combing the relevant literature,this study takes social negative public opinion,perceived information asymmetry,doctor’s medical ethics and doctor’s skills as stimulating factors,insecurity and perceived scarcity as organism factors,and consumer relationship willingness to seek medical treatment as response factors to explore consumer relationship Factors influencing the willingness to seek medical treatment.After collecting 400 valid questionnaires and processing the data,we found that,first of all,social negative public opinion and perceived information asymmetry have a significant positive impact on the sense of insecurity;the sense of insecurity has a significant positive impact on the willingness to seek medical treatment;the sense of insecurity plays a part of mediating effect between social negative public opinion,perceived information asymmetry and the willingness to seek medical treatment.Secondly,after introducing the moderating variable of online medical community using attitude,we found that online medical community using attitude plays a positive role between regulating social negative public opinion,perceived information asymmetry and insecurity.Thirdly,doctors’ medical ethics and skills have a significant positive impact on perceived scarcity;perceived scarcity has a significant positive impact on the willingness to seek medical treatment;perceived scarcity plays a full mediating effect between doctor’s medical ethics,doctor’s skills and the willingness to seek medical treatment.At last,this paper discusses and analyzes deeply from theory and reality,and puts forward to strengthen the supervision of media and the examination of news content from the government,online medical community,consumers,hospitals and doctors;strengthen the authority of medical information release;strengthen the ability of information screening and psychological construction;build a platform for doctors’ to study and improve the level of doctors Relevant suggestions and strategies.We will strive to provide help for the establishment of medical rules,the implementation of medical system,and the formal and procedural development of medical market.