Research On The Influencing Factors Of Users’ Behavioral Intention And Use Behavior In Online Consultation

At present our country medical treatment resources in the configuration aspects there are still many deficiencies,such as the imbalance between supply and demand,medical resources more concentrated in the cities and large hospital,the emergence of the "Internet+medical" provides an improved path for these questions,and in the "Internet+medical" easily for the audience to accept online visits this function,it allows people to make inquiries without leaving their homes.After literature review,this paper finds that there are few researches on the audience’s use effect of online consultation.Therefore,based on the understanding of online consultation,the following questions are raised:What is the audience’s use of online consultation?Do audiences have a preference between traditional and online consultation?What factors will lead audiences to choose online consultation?If the audience does not choose to use the online consultation platform first,what are the problems with the platform?To solve above problems,the author tries to draw lessons from katz media use motivation theory and technology acceptance and use of integral model,built a special online users will and behavior factors affecting the structural equation model,in order to study what are the factors affecting the user to select specific platform online,after a series of data analysis,the following conclusions:Performance expectation,effort expectation,social influence and relieving pressure had a significant positive effect on users’ online consultation choice intention.Performance expectation,effort expectation and social influence had a positive effect on users’ use behavior,while relieving pressure motivation had no effect on users’ use motivation.Emotional motivation does not affect users’willingness and behavior.In the process of analyzing the questionnaire,the author also draws a conclusion:under the same physical condition,if the audience can freely choose online or offline consultation,they will prefer to choose offline consultation.In view of this situation,the author explored the shortcomings of online consultation in an in-depth interview,and put forward suggestions for the development of online consultation:on the one hand,the platform should pay attention to the needs of users to increase user stickiness;on the other hand,it should innovate the operation mode to expand the user market.