Research On Influencing Factors Of Continuous Use Behavior Of Online Health Community Based On SOR Framework

In the context of the continuous development of Internet technology,the online health community is also in a stage of rapid development.However,the problem of low user sensitivity in the online health community still exists.In view of this,the main purpose of this paper is to explore what factors will affect the continuous use behavior of online health community users and how it affects users’ continuous use behavior.By integrating relevant literature research,this paper proposes four stimulating factors: information interaction quality,interpersonal interaction quality,doctor online word of mouth and hospital reputation from the patient dimension,doctor dimension and hospital dimension.Based on the SOR(Stimulus-Organism-Response)framework,combined with the attachment theory to establish a continuous use behavior research model of online medical community users,explore how the stimulating factors affect the user’s emotion and perception,and then affect the behavior of user’s continuous use..The empirical analysis of Amos22.0 validates the research model and hypothesis.The results show that the quality of information interaction has a significant positive impact on the user’s emotional attachment and perceived usefulness to the online medical community.The quality of interpersonal interaction and doctor online word-of-mouth have a significant positive impact on the user’s perceived usefulness of the online medical community,and the influence of attachment is not significant;hospital reputation has no significant impact on users’ perception of the usefulness of online medical community,and has a significant positive impact on users’ emotional attachment to online medical community;user’s emotional attachment and perceived usefulness to online medical community has a significant positive impact on the user’s willingness to continue to use;the user’s willingness to continue to use the online medical community has a significant impact on their continued use behavior of the online medical community.According to the research results of this paper,management strategies are proposed to help online medical community operators improve the user’s stickiness.