Abstract
This study investigates the impact of social presence on patients' willingness to use in online medical communities through trust as a mediator. Based on social presence theory and trust theory, a theoretical model of social presence, trust, willingness to use, social support function, and privacy concern mechanism was constructed, aiming to explore the causal relationship between these six variables. Secondly, a measurement index system for the six variables in the theoretical model was constructed, and a survey questionnaire was designed based on the measurement indicators to collect the necessary data for the study. Using correlation and regression analysis to empirically test the theoretical models of the mechanisms of social presence, trust, and willingness to use. Based on the research results, specific targeted countermeasures and suggestions were proposed to improve the quality of online medical community development and application from five aspects: social presence, trust, social support, user willingness, and privacy concerns.
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