| 引用本文：罗剑宏, 余子希.移动医疗背景下用户初始信任影响因素研究[J].中国卫生政策研究,2017,10(10):54-62 |
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| 移动医疗背景下用户初始信任影响因素研究 |
| 投稿时间：2017-07-17 修订日期：2017-09-01 PDF全文浏览 HTML全文浏览 |
| 罗剑宏, 余子希 |
| 中南大学商学院 湖南长沙 410083 |
| 摘要:文章聚焦当前移动商务研究热点，探究移动医疗背景下的用户初始信任影响因素。首次将TAM模型融入该情境下展开研究，结合中国研究情境引入背信规避、相关群体变量，完善了感知声誉在此情境下的研究范围和维度，依托信任机制构建了移动医疗背景下初始信任的研究模型，通过问卷调查与结构方程模型验证，得出产品参与、相关群体、感知医院及医生声誉以及保障体系影响用户对移动医疗渠道的初始信任；针对研究结果建议移动医疗平台应提高互动性、完善全渠道服务，同时做好平台自身规范。 |
| 关键词:移动医疗 初始信任 用户行为 渠道整合 |
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| The influencing factors of the initial trust in the background of mobile medical |
| LUO Jian-hong, YU Zi-xi |
| Business School, Central South University, Changsha Hunan 410083, China |
| Abstract:This paper reviews the current mobile business research hotspots, and explores the influencing factors of the users' initial trust in the mobile medical background. For the first time, the TAM model is integrated into this study to explore the current situation. At the same time, we introduce the research scope and dimension of the perceived reputation in this context by combining the retreat avoidance and the related group variables in China. The trust mechanism was used to construct the research model on mobile medical care. A questionnaire survey and structural equation model validation served to find out that product participation, the relevant groups, the perception of hospital and doctor's reputation and the security system have a significant impact on the user's initial trust in the mobile medical channel. The study results suggest that the mobile medical platform Interaction perfects the whole channel service and at the same time does a good job of the platform itself. |
| Key words:Mobile medical Initial trust User behavior Channel aggregation |
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