Research on User’ Continuous Usage of Online Healthcare Services From the Perspective of Affect Appeal

Abstract

Based on the extended ECM-ISC continuous usage model and integration of the CAC model, a model that illustrates users’ continuous usage of online healthcare services is developed from the perspective of affect appeal by introducing satisfaction and worry variables. The factors influencing users’ continuous usage of online healthcare services in China are closely investigated in the paper. Based on the results of E-mail and Wen Juan Xing website online survey, the empirical analyses of the continuous usage of online healthcare services in China are conducted, utilizing SPSS and AMO. Through the screening of the questionnaires, 521 of the 600 questionnaires are valid. The main results of this study are as follows. Service quality, expectation confirmation degree, privacy concern, satisfaction degree, and continuous use intention are positively correlated with expectation confirmation degree, satisfaction degree, concern, and continuous use intention and continuous use behavior, respectively, while concern and continuous use intention are negatively correlated. It is found in this paper that both satisfaction and concern have a direct impact on users’ continuous use intention and continuous use behavior, and the effect of concern becomes increasingly prominent. Besides, service quality and privacy concern are the core variables affecting satisfaction degree and concern. Based on the above research results, this paper suggests to strengthen the security of user privacy information, and meanwhile, improve the quality of online doctors, which can promote users’continuous use intention and continuous use behavior, and thus further improve the efficiency of the use of health services online and quality medical resource allocation, as well as reduce hospital time and economic cost.