A Study Of The Factors Influencing Users' Intention To Use Internet Medical Services From The Perspective Of Health Communication

The shortage and uneven distribution of medical resources has always been a difficult problem for Chinese patients when seeking medical treatment,and the integrated development of Internet and medical treatment has brought hope to solve this problem.With the development of information technology,the popularity of mobile Internet and mobile smart devices,medical services are no longer limited under the line,users through smart devices can obtain massive amounts of health information and services on the Internet.In 2020,due to the impact of the new crown pneumonia epidemic,internet medical treatment has entered a rapid development period,and the new medical treatment way of visiting and buying medicines through the network has entered more and more people's horizons and lives.Among all the services(appointment registration number,diagnosis and treatment,information query,shopper,etc.)of internet medical,Internet diagnosis and treatment service is the most closely connected with users in the construction and development of Internet Medical.This thesis focuses on the users' Internet diagnosis and treatment service usage willingness,based on the classical theory of communication science,the theory of health behavior and the classic theory of social behavior,combined with the results of interviews based on previous research,a questionnaire was designed and distributed,and the recovered data were analyzed using SPSS software,in terms of media impact,individual subjective beliefs and social conditions,Various factors affecting users' willingness to use Internet diagnosis and treatment services were explored and studied.And in combination with interviews and observations with service providers to expand research perspectives and further refine influencing factors.Through data analysis,it is found that users' subjective health beliefs significantly affect their willingness to use Internet health services;On the medium side,what affects users' willingness to use internet medical services is not their active medium use behavior and habits,but the medium creates an "" environment "" for users through reports and content outputs.In the process of mediating the impact of environment on users' willingness to use internet medical services,users' individual health beliefs play a mediating role in it.For the operators of internet medical platform and the content producers of Internet health communication,the factors affecting users' use of internet medical services provide key enlightenment in service promotion,content production and distribution,As a service provider,according to the wishes and needs of users,it should provide clear knowledge content,pay attention to the publicity and promotion of mass communication channels,establish users' cognition of knowledge value,support and develop doctors' professional content production,and improve the operation mode and system of the platform.In addition,the development of Internet diagnosis and treatment has also provided doctors with improvements in doctor-patient communication skills.