Influence Factors of Public Willingness to Use Internet Medical Service Platform

The public acceptance of Internet medical services are not only the key issues concerned by academic community, but also of practical significance. According to the characteristics of Internet medical service, this study constructs a use factor model for medical service platform of public willingness by structural equation mode, which bases on the theory of trust, user integration of technology acceptance model, and information system success model. The empirical research method are used to verify the trust, perceived interactive value will have direct positive significant effect to the public. Users' satisfaction has an intermediary effect between service quality of the platform and the willingness to use. Service quality, performance expectation and effort expectation have significant impact on users' satisfaction. Finally, the study proposes proposes that promoting public trust of medical services on the internet through better regulation of internet security and and platform, improving the efficiency of internet medical services and the interactions with users, conducting online health education to improve the service quality of medical platform could enhance the public wiliness to use.