在线医疗社区的持续使用行为及其对医患关系影响研究

发布时间：2018-05-03 20:46

本文选题：医患关系 + 在线医疗社区　；参考：《合肥工业大学》2017年硕士论文

【摘要】：近年来,伴随着医院信息化以及Web2.0技术的飞速发展,在互联网与医疗健康相结合的领域诞生了在线医疗社区这一全新的平台。在线医疗社区可以有效的帮助分配稀缺的医疗资源,提升患者接受的医疗服务质量。目前中国的在线医疗社区存在的数量众多但质量参差不齐、虚假广告泛滥、线下覆盖面不够广泛等缺陷使得用户对在线医疗社区使用体验感较差,持续使用意愿较低。如何提高用户对在线医疗社区的持续使用意愿是亟待解决的问题。此外,在线医疗社区的使用为患者的行为赋予更多的权力,使医患双方趋于平等而并非患者被动接受医生的所有决定。在目前国内医患关系紧张的局面下,在线医疗社区的使用会对医患关系产生怎样的影响同样是本文想要探究的问题。本文旨在对在线医疗社区的持续使用意愿影响因素与在线医疗社区的持续使用对医患关系的影响进行实证研究。通过阅读梳理国内外文献,本文对期望确认理论、采纳后行为理论以及服务公平性理论进行了探讨并以此为基础于在线医疗领域对上述理论进行了有针对性的拓展。将患者对在线医疗社区绩效期望的确认、感知互动性与促进行为引入患者对在线医疗社区的持续使用行为的影响因素研究中。将四维度的服务公平性理论、信任、口碑行为、患者满意度引入持续使用在线医疗社区对医患关系的影响机制研究中。本文建立了两套结构方程模型并设计了一套涵盖所有变量的标准李克特量表。量表的可靠性经由预调查得到验证。之后在合肥多家与在线医疗社区合作的医院面向在线医疗社区的患者使用者进行了正式问卷调查。调查持续一个月时间,共发放了600份问卷,其中有效问卷为494份。通过Smart PLS等软件使用收集的样本数据对本文所建立的结构模型进行检验,结构方程模型的信度与效度都得到了验证。实验结果表明,在线医疗社区绩效期望的确认与感知互动性将会显著影响使用者满意度进而影响在线医疗社区的持续使用意愿。在线医疗社区的持续使用行为会对患者感受到的医疗保健服务公平性带来积极影响,从而影响患者满意度,同时持续使用行为也会通过影响使用者的信任,并与患者满意度一起影响患者进行积极的口碑行为,最终改善医患关系。根据数据分析结果,本文结合在线医疗社区的特点向在线医疗社区的运营商针对如何增强患者使用中持续使用意愿的问题提供了一系列指导方法,并向实体医院的管理者针对如何提高患者满意度、增加患者口碑行为、改善医患关系等问题提供了新的解决思路。
[Abstract]:In recent years, with the rapid development of hospital information and Web2.0 technology, the online medical community was born in the field of the combination of Internet and medical health. Online medical communities can effectively help allocate scarce medical resources and improve the quality of medical services received by patients. At present, there are a lot of online medical communities in China, but the quality is not uniform, false advertising flooding, offline coverage is not wide enough and other defects, users of online medical community use experience is poor, low willingness to continue to use. How to improve the users' willingness to use the online medical community is an urgent problem to be solved. In addition, the use of online medical communities gives more power to patients' behaviour, making doctors and patients equal rather than passively accepting all decisions of doctors. In the current situation of the tense doctor-patient relationship in China, how the use of online medical community will affect the doctor-patient relationship is also a question this paper would like to explore. The purpose of this paper is to make an empirical study on the influence factors of the willingness to use in the online medical community and the influence of the sustained use of the online medical community on the doctor-patient relationship. Through reading and combing the literature at home and abroad, this paper discusses the theory of expectation confirmation, the theory of postadoption behavior and the theory of service fairness, and extends the theory in the field of online medical care. The recognition of patients' expectations for the performance of the online medical community, the perception of interactivity and the promotion of behavior were introduced into the study of the influencing factors of patients' sustained use of the online medical community. The four-dimensional service fairness theory, trust, word-of-mouth behavior and patient satisfaction are introduced into the research on the influence mechanism of continuous use of online medical community on the doctor-patient relationship. In this paper, two sets of structural equation models are established and a set of standard Richter scale covering all variables is designed. The reliability of the scale was verified by preliminary investigation. Then, a formal questionnaire survey was conducted in several hospitals in Hefei for patients in online medical communities. A total of 600 questionnaires were distributed over a month, of which 494 were valid. By using the sample data collected by Smart PLS and other software, the reliability and validity of the structural equation model are verified. The experimental results show that the interaction of recognition and perception of online medical community performance expectations will significantly affect user satisfaction and then affect the willingness to continue to use the online medical community. The sustained use behavior of the online medical community will have a positive impact on the fairness of the health care service that patients feel, which will affect patient satisfaction, and the sustained use behavior will also affect the trust of the users. And with the patient satisfaction affect the patient's positive word-of-mouth behavior, and ultimately improve the relationship between doctors and patients. According to the results of data analysis, this paper provides a series of guidance methods to the operators of online medical communities in view of how to enhance the willingness of patients to continue to use in the online medical community according to the characteristics of the online medical community. It also provides a new way to solve the problems such as how to improve patients' satisfaction, how to increase patients' word-of-mouth behavior and how to improve the relationship between doctors and patients.
【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】：R197.3

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