移动健康平台的品牌资产模型研究

发布时间：2018-05-08 01:23

本文选题：移动健康 + 移动健康平台　；参考：《合肥工业大学》2017年硕士论文

【摘要】：随着移动通信技术的快速发展和“互联网+”政策的提出,以互联网为载体和技术手段的健康应用成为一把双刃剑,在为人们提供一种新的健康管理方式的同时,也由于网络上对健康信息准确性和真实性的监管力度不够,出现了“魏则西”悲剧事件。因此,重拾用户对在线健康信息的信心,形成移动健康平台的品牌资产,让品牌移动健康平台在激烈的竞争环境中脱颖而出,有一定的现实意义。论文基于期望确认模型、信任理论、信息觅食理论和品牌忠诚,从用户角度出发,构建了移动健康平台的品牌资产模型。该模型共有13个研究变量,包括用户需求、用户态度和用户行为三个阶段,其中用户需求包括情感需求、感知质量和社交倾向,用户态度包括满意度、信任和持续使用意愿,用户行为包括行为忠诚和态度忠诚。通过网络问卷的方式进行问卷调查回收数据,并采用SmartPLS2.0软件进行数据的描述性统计分析、信度效度分析以及结构方程模型的拟合和假设检验。研究结果表明,情感需求(用户的感知健康价值、平台的交互性)会通过信任影响用户忠诚;除用户感知与在线医生的交流质量和信任之间假设不成立外,感知质量(信息质量、用户感知的交流质量)都可以通过信任和满意度对用户忠诚产生影响;社交倾向(网站知名度、社交规范)会通过满意度影响用户忠诚。
[Abstract]:With the rapid development of mobile communication technology and the policy of "Internet", the healthy application of Internet as a carrier and technological means has become a double-edged sword, which provides a new health management method for people at the same time. The tragic event of Wei Zexi appeared because of the lack of supervision on the veracity and authenticity of health information on the Internet. Therefore, it is of practical significance to regain users' confidence in online health information, to form brand assets of mobile health platform, and to make brand mobile health platform stand out in the fierce competition environment. Based on expectation confirmation model, trust theory, information foraging theory and brand loyalty, this paper constructs a brand equity model of mobile health platform from the perspective of users. The model consists of 13 variables, including user needs, user attitudes and user behaviors. User needs include emotional needs, perceived quality and social tendencies, and user attitudes include satisfaction, trust and willingness to continue to use. User behavior includes behavior loyalty and attitude loyalty. The data are collected through the network questionnaire, and the descriptive statistical analysis, reliability and validity analysis, structural equation model fitting and hypothesis testing are carried out by SmartPLS2.0 software. The results show that emotional needs (perceived health value of users, interaction of platforms) affect user loyalty through trust, except that the assumption between user perception and the quality of communication and trust of online doctors is not true. Perceived quality (information quality, user perceived communication quality) can affect user loyalty through trust and satisfaction; social orientation (website popularity, social norms) will affect user loyalty through satisfaction.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;R-05

【相似文献】