基于物联网的保健服务信任模型及关键影响因素的实证研究

Consumers face unpredictable risks during the application process of health services based on Internet of Things (IOT). And trust is the key to reduce the risk and uncertainty of consumer perception, therefore how to establish, maintain and increase consumer confidence in the health services based on IOT, and convert potential consumers into real consumers, as well as establish long-term and stable relations with the consumers, is a hot issue in current research and practice. This project in this paper, on the basis of a large number of literatures and investigation interviews, carries on the theoretical derivation and recognized trust dynamic evolution process and phase characteristics of health services based on IOT, as well as the initial trust and maintaining trust phase respectively to build trust model . On the basis of field investigation to obtain first-hand data to identify key factors affecting consumer trust and its mechanism of action, put forward the improvement scheme to promote consumer trust-building based on the empirical analysis conclusion. In theory, the study expands and deepens the cognition of health services based on IOT, and has a positive role in promoting consumer behavior researching in the field of health services based on IOT. In practice, it’s helpful for the government, suppliers and other stakeholders to grasp consumer behavior characteristics and psychological pattern, and lay a foundation for developing effective industrial promotion policy and promotion strategy of health service based on IOT, to clear the way for application of health services based on IOT.

基于物联网的保健服务应用过程中消费者面临着不可预料的风险，信任是降低消费者感知的风险和不确定性的关键要素，如何建立、维持和增加消费者对基于物联网的保健服务的信任，将潜在消费者转化为现实消费者，与消费者建立长期稳定的关系，是当前研究和实际中的热点问题。本项目在综述大量文献和调查访谈的基础上，进行理论推导，识别基于物联网的保健服务信任动态演变过程和阶段特征，同时对初始信任阶段和信任维持阶段分别构建基于物联网的保健服务信任模型，在实地调查获取第一手数据资料基础上识别消费者信任关键影响因素及其作用机理，基于实证分析结论提出改善方案以促进消费者信任构建。在理论上，扩大和加深了基于物联网的保健服务信任的认知，对基于物联网的保健服务领域的消费者行为研究有着积极的推动作用。在实践上，有利于政府、供应商等利益相关者掌握消费者的行为特征、心理规律，为制定产业促进政策和基于物联网的保健服务推广策略奠定基础。

物联网的发展让智慧医疗变得可行，医疗信息化是智慧医疗中重要而且关键的议题之一，本课题的主要目标就是通过一系列研究促进基于物联网的智慧医疗服务的发展。为此，展开了三个阶段的研究：第一阶段，认为影响消费者使用智慧医疗服务的关键因素之一就是消费者对于该服务的初始信任，由于基于物联网的保健服务则是医疗信息化的一个典型代表，因此根据该保健服务的特点，基于技术接受理论建立了消费者初始信任模型，通过问卷调查和结构方程模型来实证研究消费者初始信任建立过程中的影响因素及其作用机理。结果指出：消费者的感知易用性正向影响感知有用性，消费者的感知有用性、技术有用性和感知安全性正向影响初始信任，消费者的感知有用性和初始信任正向影响其购买动机，而信息质量未检验出对初始信任的影响；第二阶段，为了提升研究的说服力，从定性结合定量的角度出发，基于扎根理论结合实际访问调查形成研究模型，并通过问卷调查和结构方程模型进行实证，结果表明安全性认知、产品认知、需求认知、公司形象认知和购买便利性这5个关键影响因素会影响消费者对服务的初始信任；第三阶段，为了进一步研究智慧医疗的用户采纳，建立了混合改进型MADM模型来检验和评估用户采纳的关键影响因素及其相互关系，以改善和促进智慧医疗达到每个维度及其标准的设定上的期望水平。