作为医疗服务的补充,远程医疗对缓解我国卫生资源短缺具有重要意义。基于传统消费者行为测量模型的技术接受模式/计划行为理论(TAM/TPB),本文将在线患者信任分为六个维度:感知风险,个人信任倾向,医生的可信度,医院信誉,网站信誉,制度保障。在此基础上,采用结构方程模型(SEM)探讨在线患者信任各维度对在线患者意愿的影响,行为选择,和预先因素。共有582份有效问卷发放给有经验在医院及社区附近使用流动医疗服务的病人,以及在移动医疗网站的论坛上分享经验的用户。结果表明,在线患者信任对远程医疗行为意向选择具有显著的正向影响,标准化路径系数高达0.866。医生的可信度,制度保证,网站可信度对在线患者信任有显著的正向影响,标准化路径系数分别为0.401、0.260和0.226。医院可信度和个人信任倾向对在线患者信任没有显著影响。感知风险对在线患者信任有显著的负面影响,标准化路径系数为-0.118。研究结果表明,卫生部门和移动医疗提供商可以通过考虑患者的观点来增强移动医疗服务。提升他们的在线信任水平,并促进更深入的理解,安全意识,以及对远程医疗服务的信心。在此基础上,可以得出结论,只有政府的参与,医学科目,在线患者可以有效降低感知风险,改善在线患者的感知特征,增强在线患者信任,并促进在线医疗服务的真实意愿和行为选择,有效提高远程医疗在增加人们健康福利方面的积极作用。
As a supplement to medical services, telemedicine is of great significance to alleviate the shortage of health resources in China. Based on the traditional consumer behavior measurement model the Technology Acceptance Mode/Theory of Planned Behavior (TAM/TPB), this paper divides online patient trust into six dimensions: perceived risk, personal trust tendency, doctors\' credibility, hospitals\' credibility, websites\' credibility, and system guarantee. On this basis, a structural equation model (SEM) was used to explore the influence of each dimension of online patient trust on online patient intention, behavior choice, and pre-factors. A total of 582 valid questionnaires were distributed to selected patients with experience in using mobile healthcare services in the vicinity of hospitals and communities, as well as to users who shared their experiences in the discussion forums of mobile healthcare websites. The results show that online patient trust has a significant positive impact on telemedicine behavior intention selection, with a standardized path coefficient being as high as 0.866. Doctors\' credibility, system guarantee, and website credibility have significant positive effects on online patient trust, with standardized path coefficients of 0.401, 0.260, and 0.226, respectively. Hospital trustworthiness and personal trust propensity have no significant effect on online patient trust. Perceived risk has a significant negative effect on online patient trust, with a standardized path coefficient of -0.118. The research findings suggest that health departments and mobile healthcare providers can enhance mobile healthcare services by considering the patients\' perspectives, elevate their online trust levels, and foster a deeper understanding, safety consciousness, and confidence in telehealth services. On this basis, it can be concluded that only the participation of government, medical subjects, and online patients can effectively reduce perceived risks, improve perceived characteristics of online patients, enhance online patient trust, and promote the real willingness and behavior choice for online medical services, effectively improving the positive role of telemedicine in increasing health benefits to people.