Heterogeneity Analysis And Motivation Research For Users' Continuous Use

The online health care website provides a platform for patients and other users to share health information.The behavior of users participating in online health communication has attracted more and more people's attention,because it is an important way to help solve the current medical treatment problem.Therefore,an indepth understanding of the motivations and influencing factors of users participating in online health care can help us better manage the online health care website platform,provide better services for users,and improve user stickiness.This study focused on the behavioral influencing factors of users participating in the online health care website platform discussion.Based on the motivation theory of user participation and the technology matching theory of website function characteristics,the influencing factors of users participating in online health care discussion are analyzed from two perspectives: information provider and information demander.The empirical results show that the altruism,empathy,emotional support,information support and reputation of the user's participation motivation can improve the user's trust and technical matching to the online health care website platform,and thus improve the user's continuous use.In addition,self-efficacy can significantly regulate the intermediary relationship between trust and technology in altruism and social connections.Specifically,the higher the user's self-efficacy,the stronger the effect of altruism indirectly affecting continuous use behavior through trust and technical matching.On the one hand,this conclusion enhances the in-depth understanding of the influence behavior of users' participation motivation,and on the other hand,it also provides important inspiration for website administrators to improve the website.