RESEARCH ON USERS' SUSTAINABLE USE BEHAVIOR IN ONLINE HEALTH COMMUNITY UNDER THE VISION OF SERVICE QUALITY PERCEPTION

Abstract

This study is based on the theory of social cognition and expectation confirmation theory, on the basis of current online health community research, using a field survey, model and empirical analysis, theory, and system analysis, from the perspective of service quality perception, to explorethe continuous use of users in the online health community. Put forward research hypotheses between variables from the categories of service quality perception, community identity, and continuous use behavior, and construct a model framework between related variables. Through the network questionnaire and other forms of research, to verify the basis of the hypothesis and theoretical model, Through empirical research, it is concluded that service quality perception has a significant influence on users' continuous use behavior; service quality perception significantly affects users' community identity; community identification positively affects users' health knowledge acquisition behavior and health knowledge contribution behavior; community identity mediates the influence of service quality perception and continuous use of users; and the perception of service quality and continuous use influence of users is not valid. In the end of the paper, based on the verification results of the hypothesis, this paper explores the continuous participation promotion strategies of online health community users from the practice level, as well as future research suggestions, to provide theoretical support and practical guidance for the healthy development of the online health community.