患者对互联网医疗服务的推荐意愿及影响因素研究  

Patients'Recommendation Willingness of Online Medical Services and Influencing Factors

作　　者：胡小靖[1] 王平[1] HU Xiao-jing;WANG Ping(Peking University First Hospital)

机构地区：[1]北京大学第一医院

出　　处：《医院管理论坛》2023年第2期15-22,共8页Hospital Management Forum

摘　　要：目的评估患者向他人推荐互联网医疗服务的意愿并探寻其影响因素。方法自行设计调研问卷,利用在线问卷调查收集194份有效问卷。采用净推荐值(net promoter score,NPS)评估患者推荐意愿,多元Logistics分析用于探索患者推荐意愿影响因素。结果患者NPS值-25.78%,其中批评者、中立者和推荐者分别占47.94%、29.90%和22.16%。对互联网医疗服务的感知易用性、信任及持续使用意愿是影响患者向他人推荐互联网医疗服务意愿的关键因素,感知有用性不影响患者的推荐意愿。结论为提升患者的推荐意愿,互联网医疗服务提供商应不断提升其产品及服务的易用性,同时应避免发生影响患者信任的事件,并提升患者的持续使用意愿。需要注意的是,向患者宣传互联网医疗服务的有用性不能提升其推荐意愿。Objective To assess patients'willingness to recommend online medical services to others and explore its influencing factors.Methods A self-designed online questionnaire was used and 194 valid questionnaires were collected.The net promoter score(NPS)was used to evaluate the recommendation willingness of patients,and multivariate Logistics analysis was used to explore their influencing factors.Results The NPS value of the patients was-25.78%,of which the critics,neutral and recommender accounted for 47.94%,29.90%and 22.16%,respectively.Perceived usability,trust and willingness to continue using online medical services are the key factors affecting patients'willingness to recommend online medical services to others,while perceived usefulness does not affect patients'willingness.Conclusion In order to improve patients'recommendation willingness,online medical service providers should continuously improve the usability of their products and services.At the same time,they should avoid events that affect patients'trust and improve patients'willingness of continuing to use the service.It should be noted that educating patients about the usefulness of online medical services could not increase their recommendation willingness.

关 键 词：互联网医疗服务 患者 推荐意愿 

分 类 号：R197.3[医药卫生—卫生事业管理]