Research On User Information Adoption Willingness In Online Health Community Based On S-O-R Model

Under the joint promotion of the "healthy China" strategy and "Internet + medical health",various digital medical service platforms are emerging,showing a trend of rapid development in China in recent years.However,with the continuous updating and development of online health community,the increasing demand of users,the asymmetry of information,many and miscellaneous sources of information and other problems hinder users’ information adoption.Therefore,it is particularly important to explore which factors affect users’ information adoption intention and how to enhance the occurrence of users’ adoption behavior in online health community.Firstly,based on the research on online health community user behavior at home and abroad,the basic research model S-O-R model is determined.Combined with the information adoption model and the updated information system success model,the argument quality,source reliability,perceived similarity,perceived familiarity,system quality,service quality and structure assurance are taken as the stimulating factors(S);Perceived usefulness,perceived trust and user experience as an organic state(O);Taking adoption intention as the user’s response factor(R),a theoretical research model of information adoption intention of users in online health community is established.Secondly,referring to the existing scales and combined with the functional characteristics of online health community,a questionnaire was designed,and a total of 565 valid samples were collected.Then,SPSS23.0 is used descriptive statistical analysis and reliability and validity test of the data;Finally,LISREL8.7 is use to analyze the structural equation model analysis to verify the theoretical assumptions.The results show that argument quality positively affects users’ information adoption intention through organisms,which is consistent with the research conclusions of the existing literature.Perceived similarity and perceived familiarity indirectly affect users’ information adoption intention through organisms.The study did not find the impact of service quality and structure guarantee on perceived usefulness.The reason for this result may be that in the six dimensions of stimulus factors,the impact of argument quality and system quality on perceived usefulness is the key to determine whether users adopt it or not.This study also explores the relationship among perceived usefulness,perceived trust and user experience.The results show that perceived trust affects perceived usefulness,while the relationship between perceived usefulness and user experience is not obvious.The reason may be that user experience is a comprehensive indicator,which is used to the whole process of user information adoption.Patients often need to maintain their full attention and enter a state of concentration.The results suggest that online health community can build a multi-level social interaction system by setting up an information quality evaluation team,refining the types of health information and selecting community opinion leaders,so as to enhance users’ willingness to adopt information and promote the good development of online health community.