基于感知价值和信任的移动健康服务用户采纳模型及优化策略研究

With the rapid usage rate of mobile phone and advances in healthcare technology, as well as current concerns arise over public's health, mobile health services(MHS) are attracting the attention of more and more people. Although MHS has a number of advantages, the applications have not been implemented as predicted. The probable reason is that user adoption rate is low. Accordingly, a study of how public users adopt mobile health is desperately needed to effectively promote the pervasion of such services. However, with respect of adoption of electronic health or mobile health, previous studies are centered on professionals. Little research concerned the mobile health adoption in a broader view of public users. In contrast, investigating the factors affecting the adoption of mobile healthcare is so important. Moreover, meeting the customers' value and building their trust are particularly important for users to adopt mobile health services. Therefore, this project will combine experimental reserch and case study methods to: (1) investigate the dimensions of perceived value of mobile health services; (2) analyze the determinants, formation, and the performance results of trust in the context of mobile health services; (3) explore user adoption model based on perceived value and trust, and empirically testing the pre-and- post-adoption procedure of mobile health services considering different time period; (4) develop optimization strategies of mobile health service implementation. The results will contribute to relevant policy-makers and mobile health service providers to understand customers' value and their trust, to clear the main factors influencing user behavior at different stages of the adoption process,and then to meet the demand of customers' value and to access to high degrees of trust in the launch of the service process, thus to make mobile health services have a high degree of user adoption, satisfaction and loyalty, so as to continuously push forward the steady development of mobile health services, and to promote the smooth progress of the health care reform.

移动通信技术的应用和医疗健康服务信息化的要求，将促进移动健康服务在我国的迅速发展。在移动健康服务的环境中，用户的价值需求是否得到满足，信任机制是否完善，直接影响用户的采纳行为。基于此，本课题将采用实验研究和案例研究的相结合的方法，1）分析用户对移动健康服务的感知价值的构成；2）研究移动健康服务背景下信任的影响要素、维度和结果；3）基于用户感知价值和信任分析用户采纳移动健康服务的行为模式，实证检验采纳行为的动态演化过程；4）提出移动健康服务的优化策略。研究结果将有助于相关政策制定方和健康服务提供商了解用户价值构成及其信任建立过程，明确用户在不同阶段采纳行为的主要影响因素，在推出服务的过程中能满足用户价值需求，获得用户高度的信任，使得移动健康服务具有较高的用户采纳程度、满意度和忠诚度，从而不断推进移动健康服务的稳步发展，推动医疗改革的顺利进行。

不同年龄段的用户群，对移动健康服务的需求不同，本项目将研究对象按照年龄群分为年轻用户和中老年人用户两个群体。从移动健康服务的技术特征、用户健康信念等视角，基于技术接受模型和健康信念模式等理论建立移动医疗服务用户接受模型，并对理论模型进行了实证分析。随着人口老龄化的社会问题日趋严重，老年人的健康管理也成为急需解决的问题。移动健康服务借助移动终端连接可穿戴设备等，可以有效对中老年人的健康问题提供支持。为了研究的连贯性，也考虑到中年到老年的行为异同，本研究基于计划行为理论、价值态度行为模式和老龄特质结构变量等构建模型，实证对比分析了中年人与老年人对移动健康服务采纳行为的差异。此外，还研究了基于移动设备的健康信息搜索行为，分析了用户感知价值的维度，并系统研究了感知价值的每个维度和信任对用户行为的影响作用。