The Impact Of Information Quality On User Engagement Intention In Online Medical Q&A Community

With the rapid development of Internet technology and the implementation of the Healthy China Strategy,a large number of online medical Q&A communities have spawned.And in recent years,the online medical Q&A community has gradually become one of the main ways for peoples to obtain medical health information and conduct health management.However,the information in the medical community has strong professionalism and pertinence.Due to the lack of field-related knowledge and learning,ordinary users cannot have a deeper understanding of community information.At this time,the quality of medical community information in terms of content,expression,utility,source,and emotional support is vital to people's health management.At the same time,in the medical and health community based on textual information interaction,information quality is the basis for user connection and interaction.When users obtain different levels of quality information,what follow-up actions they will take will be the focus of word-ofmouth establishment of knowledge owners and further development of the platform.Based on social exchange theory,trust theory,and information processing theory,this research focuses on the characteristics of the interactive interaction of the online medical Q&A community,starting from the information quality,builds a model of the influence of information quality on user engagement intention.Among them,five dimensions of information quality of the online medical Q&A community(information content quality,information expression quality,information utility quality,information source quality,and information emotional support)were used as independent variables of the research,and user engagement intention as the dependent variable,cognitive trust and emotional trust as the mediating variables,and interaction degree as the moderator variable.Then,the research model was tested by two methods: big data analysis based on the real data of Chunyu doctor's online medical Q&A platform and statistical analysis based on the design of a questionnaire for the study variables.The results of this study indicate:(1)In the context of the online medical Q&A platform,t information content quality,information expression quality,information utility quality,information source quality and information emotional support have a positive impact on user engagement intention,and information emotional support and information expression quality play the most important role.(2)Cognitive trust plays an intermediary role in the influence of information content quality,information expression quality,information utility quality,information source quality,and information emotional support on user engagement intention.Emotional trust plays an intermediary role in the influence of information content quality,information expression quality and information emotional support on user engagement intention,while the mediating effect in the influence of information utility quality and information source quality on user engagement intention does not exist.(3)the degree of interaction plays a moderating role in the influence of information content quality,information expression quality,information utility quality and information emotional support on user engagement intention,but not in the influence of information source quality on user engagement intention;the degree of interaction plays a moderating role in the effects of information content quality,information expression quality,information utility quality and information emotional support on cognitive trust,but not in the effects of information source quality on cognitive trust;the degree of interaction plays a moderating role in the effects of information content quality,information expression quality and information emotional support on cognitive trust,but not in the effects of information utility quality and information source quality on cognitive trust.Finally,the theoretical significance and practical value of this research conclusion are discussed,and the deficiencies in the research are summarized.