An empirical study on physicians'willingness to adopt online medical service platform and its influencing factors / 中国卫生政策研究

ABSTRACT

Objective: With the rapid development of the internet technology, online healthcare platform is be-ing widely paid attention and experiences a gallop development. However, the survey data show that its usage by phy-sicians is still low, proportions being about 60% only. Methods: Based on of the adoption and use of unified theory of acceptance and use of technology ( UTAUT) , this paper makes analysis on physicians’ willingness to adopt online medical service platforms and the influencing factors of this regard are analyzed systematically. . Data were collected using questionnaires and SPSS and AMOS were employed for statistical analysis and structural equation modeling. Re-sults The performance, effort and social impact expectations, and convenience conditions have significantly positive influence on physicians’willingness to adopt online medical service platform. This adoption intention appeared to sig-nificantly affect the adoption behavior. Conclusions: The online medical service platform needs not only to publicize and promote physicians’ technical perception, but also provide the customized service based on physicians’ demand, thereby improving the matching degree of technologies and technical aptitude to promote the physicians adoption.