用户对公共卫生类微信公众平台信息的采纳意愿影响因素研究:基于UTAUT模型  

Study on factors influencing users’intention to adopt information from public health WeChat official accounts:based on the UTAUT model

作　　者：任慧 周梦涵 于思雨[1] 肖绍坦 傅华[2] REN Hui;ZHOU Menghan;YU Siyu;XIAO Shaotan;FU Hua(Center for Disease Control and Prevention,Pudong Area District,Shanghai 200136,China;School of Public Health,Fudan University,Shanghai 200032,China)

机构地区：[1]上海市浦东新区疾病预防控制中心,上海200136 [2]复旦大学公共卫生学院,上海200032

出　　处：《健康发展与政策研究》2024年第4期293-300,共8页Health Development and Policy Research

基　　金：上海市浦东新区科技发展基金(PKJ2023-Y74)。

摘　　要：目的 分析用户对公共卫生类微信公众平台信息的采纳意愿影响因素路径,为提升公共卫生类健康科普传播能力提供参考。方法 以信息技术接受与使用整合模型为理论框架,结合专家咨询、文献检索等方法构建用户对公共卫生类微信公众平台信息采纳意愿影响因素假设理论模型,发放线上问卷收集数据,使用软件Smart PLS 4建立结构方程模型并对结果中的各影响因素进行路径分析。结果 共收集有效问卷874份。模型中各因素对用户采纳信息意愿解释能力为80.5%。信息有用性(β=0.154,P<0.001)、信息质量(β=0.104,P=0.030)、便利条件(β=0.354,P <0.001)及信源可信度(β=0.352,P <0.001)对用户信息采纳意愿具有直接正向影响。信源可信度(β=0.018,P=0.043)、社会影响(β=0.020,P=0.008)、努力期望(β=0.077,P <0.001)及便利条件(β=0.029,P=0.020)还可通过感知信息有用性对用户信息采纳意愿产生间接影响。结论 信息有用性、信息质量、便利条件及信源可信度能显著正向预测用户对公共卫生类微信公众平台信息的采纳意愿。信源可信度、社会影响、努力期望及便利条件可通过信息有用性间接影响用户对公共卫生类微信公众平台信息的采纳意愿。Objective To provide insights for enhancing the dissemination capabilities of public health science popularization,this study analyzed the pathways of factors influencing users’intention to adopt information from public health WeChat official accounts.Methods Utilizing the unified theory of acceptance and use of technology(UTAUT)as the theoretical framework,and incorporating methods such as expert consultations and literature reviews,the hypothetical theoretical model of factors influencing users’intention to adopt information adoption from public health WeChat official accounts was constructed.Distribute online questionnaires to collect data,and the software Smart PLS 4 was employed to establish a structural equation model for path analysis of the influencing factors.Results 874 valid questionnaires were collected in total.The model explained 80.5%of the variance in users’intention.Information usefulness(β=0.154,P<0.001),information quality(β=0.104,P=0.030),facilitating conditions(β=0.354,P<0.001),and source credibility(β=0.352,P<0.001)had direct positive impacts on users’intention.Additionally,source credibility(β=0.018,P=0.043),social influence(β=0.020,P=0.008),effort expectancy(β=0.077,P<0.001),and facilitating conditions(β=0.029,P=0.020)also indirectly influenced users’intention through the perceived usefulness of the information.Conclusions Information usefulness,quality,facilitating conditions,and source credibility can significantly and positively predict users’intention to adopt information from public health WeChat official accounts.Moreover,source credibility,social influence,effort expectancy,and facilitating conditions can indirectly influence users’intention through the mediating variable of information usefulness.This highlights the importance for operators of public health WeChat official accounts to focus on enhancing users’adoption intention to promote the healthy development of the platform.

关 键 词：公共卫生 微信公众平台 采纳意愿 偏最小二乘法结构方程模型 

分 类 号：R193.2[医药卫生—卫生事业管理]