在线健康社区中的信息持续搜索研究  

A Study on User’s Continuous Searching of Online Health Community

作　　者：顾东晓[1,2] 索菲亚·莎诺娃 杨雪洁[1] 艾达·哈基莫娃 GU Dong-xiao;SHAANOVA Sofiya;YANG Xue-jie;Aida KKhakimova(School of Management,Hefei University of Technology,Hefei 230009,China;Key Laboratory of Process Optimization and Intelligent Decision-making of Ministry of Education,Hefei 230009,China;Research Center for Physical and Technical Informatics,Nizhny Novgorod 603098,Russian Federation)

机构地区：[1]合肥工业大学管理学院,安徽合肥230009 [2]过程优化与智能决策教育部重点实验室,安徽合肥230009 [3]俄罗斯物理与技术信息学研究中心,俄罗斯下诺夫哥罗徳市603098

出　　处：《情报科学》2020年第11期92-97,共6页Information Science

基　　金：国家自然科学基金项目“基于健康大数据的老年慢性病知识组织与服务机制研究”(71771077);国家自然科学基金项目“基于多模态医养大数据深度聚合的动态主动服务模式研究”(72071063);安徽省重点研究与开发计划项目(202004h07020016);中央高校基本科研业务费专项资金项目(PA2020GDKC0020)部分支持。

摘　　要：【目的/意义】在线健康社区已经成为人们搜索、交流和共享健康信息的重要平台。分析在线健康社区(Online Health Community,OHC)用户的持续搜索行为,有助于理解和把握用户心理与行为模式,并在此基础上为管理和推广社区服务提供更好的理论与实践指导。【方法/过程】首先,基于计划行为理论和"大五"理论,构建了用户持续搜索意愿影响因素的研究模型,包含经验开放性、感知风险、态度、感知行为控制、主观规范、信任以及持续搜索意愿七个变量。其次,通过网络收集了311份有效问卷,并使用结构方程模型进行了实证分析。【结果/结论】研究发现,经验开放性可以增强用户的态度、感知行为控制和感知风险,从而对OHC用户的持续搜索意愿产生积极正向影响;同时,主观规范和信任也可以增强用户持续搜索意愿。本研究为持续信息搜索意愿的研究提供了新的视角,也为在线健康社区的建设者提供了借鉴意义。【Purpose/significance】Online health community has become an important platform for people to search,communicate,and share health information.Analysis of the continuous search behavior of users in the online health community is helpful to understand and grasp the user’s psychological and behavior patterns.On this basis,this research can provide better theoretical and practical guidance for the management and promotion of community services.【Method/process】First,based on the planned behavior theory and the"Big Five"theory,a research model for factors affecting users’continuous search willingness was constructed,including seven variables of openness of experience,perceived risk,attitude,perceived behavioral control,subjective norms,trust,and continuous search willingness.Secondly,311 valid questionnaires were collected through the Internet,and an empirical analysis was carried out using a structural equation model.【Result/conclusion】This study found that openness of experience can enhance users’attitudes,perceived behavioral control and perceived risk,and thus have a positive impact on OHC users’continuous search willingness;at the same time,subjective norms and trust can also enhance users’continuous search willingness.This research provides a new perspective for the research of continuous search intentions,and also provides a reference for the builders of online health communities.

关 键 词：在线健康社区 计划行为理论 经验开放性 持续搜索意愿 

分 类 号：G206.3[文化科学—传播学]