移动医疗APP如何有效促进线下健康管理活动?  

How Do Mobile Medical Apps Promote Offline Healthcare Management Activities Availably?

作　　者：王永贵[1] 赵宏文[1] 马双[2] 

机构地区：[1]对外经济贸易大学国际商学院,北京100029 [2]北京第二外国语学院酒店管理学院,北京100024

出　　处：《外国经济与管理》2018年第2期138-152,共15页Foreign Economics & Management

基　　金：国家自然科学基金项目(71502006);北京市社科重点项目(15JDJGA044)

摘　　要：移动医疗APP能够有效地促进顾客积极参与健康管理活动,但顾客对移动医疗APP的粘性低,使用频率低。如何利用移动医疗APP对顾客的健康状况进行管理,同时促进人们对APP的粘性十分重要,然而现有研究并没有进行深入探讨。本文基于控制点理论,探讨了移动医疗APP中顾客线下价值共创活动的前因因素和影响结果,同时指出如何促进顾客有效地进行线下价值共创活动。通过195份来自移动医疗APP用户的数据,本文对提出的假设进行验证。结果发现:APP上的人际互动和APP平台互动利于顾客线下价值共创活动的实现,进而促进顾客对APP使用的行为意愿。同时,移动医疗APP上顾客互动(人际互动和平台互动)对线下价值共创活动的影响会依赖于顾客医疗知识和感知疾病威胁。Mobile medical Apps help customers to engage in their own healthcare management activities. Customers can make full use of mobile medical Apps to get involved anytime and anywhere and to constantly manage their healthcare activities. However, customer loyalty to mobile medical Apps is pretty low, and customers do not use such Apps very frequently. So we are addressing the following research questions：（1）what factors on the App platforms will affect customer offline value co-creation activities？（2）how to promote the role of mobile medical Apps in offline health care management activities more effectively？（3）how to keep the mobile medical Apps stickiness（that is the customers＇ long-term intentions to use mobile medical Apps）？ This paper explores the effect of customer online interactions（interpersonal interaction and App platform interaction）on customer offline healthcare management activities, and then how customer healthcare knowledge and perceived disease criticality can enhance or hinder the effect of these two customer online interactions on customer healthcare management activities, which leads to customers＇ long-term intentions to use Apps. Specifically, a mobile medical App provides doctors and patients with a platform for online communication and interactions. On the platform, interpersonal interactions between patients, and between patients and doctors are being carried out. At the same time, the characteristics of App design also become important factors affecting customers＇ dependence and use on the platform（App platform interaction）. These two types of interaction are customer online interactions that become the important components of the mobile medical App interactions. According to locus of control theory, these two kinds of interaction can enhance intrinsic and extrinsic motivation and then lead to active offline healthcare management activities（offline value co-creation）.Customer healthcare knowledge（internal control）and perceived disease criticality�

关 键 词：顾客互动 线下价值共创活动 顾客医疗知识 感知疾病威胁 移动医疗APP 

分 类 号：F270[经济管理—企业管理]