[논문]Effects of Medical O2O Platform Quality Components on Continuous Use Intention to Information Distribution

MYUNG, Ju-Dong; KIM, Bo-Young

doi:10.15722/jds.20.10.202210.105

Effects of Medical O2O Platform Quality Components on Continuous Use Intention to Information Distribution 원문보기

유통과학연구 = Journal of distribution science, v.20 no.10, 2022년, pp.105 - 117

MYUNG, Ju-Dong (Seoul Business School, aSSIST University) , KIM, Bo-Young (Seoul Business School, aSSIST University)

Abstract ▼ AI-Helper

Purpose: The digital healthcare business is rapidly growing due to the COVID-19 pandemic, and the medical service platform business based on smartphone apps is globally expanding. This study targeted medical information online to offline (O2O) platform users in the medical service field. It verified the effect relationship revealed in the continuous use intention of the platform with the mediation of platform quality components, namely perceived benefits, flow experience, and use satisfaction. Research design, data and methodology: Based on previous studies, three medical information O2O platform quality components, namely system quality, information quality, and service quality, were defined. And the questionnaire survey was carried out targeting 359 leading medical information O2O platform users in Korea. Results: As a result of the analysis, it was confirmed that system quality and service quality had a positive (+) effect on satisfaction and continuous use intention with the mediation of perceived benefits and flow experience. Meanwhile, information quality had a negative effect (-) on perceived benefits and flow experience and did not affect use satisfaction and continuous use intention. Conclusions: Consequently, it was ascertained that the system quality and service quality affecting user behavior and experience were more significant factors than information quality to medical information O2O platform users from the medical service aspect.

주제어

표/그림 (7)

그림 Figure 1: Research Model
표 Table 1: Variable Definitions and Measure
표 Table 2: Demographic Information of Survey Participants
표 Table 3: Results of Reliability and Convergent Validity Test
표 Table 4: Discriminant Validity
표 Table 5: Results of the Hypothesis Test
표 Table 6. Results of Mediated Effect

AI 본문요약
AI-Helper

가설 설정

H1: System quality in the medical information O2O platform components will positively affect (+) perceived benefits.
H2: Information quality in the medical information O2O platform components will positively affect (+) perceived benefits.
H3: Service quality in the medical information O2O platform components will positively affect (+) perceived benefits.
H4: System quality in the medical information O2O platform components will positively affect (+) flow experience.
H5: Information quality in the medical information O2O platform components will positively affect (+) flow experience.
H6: Service quality in the medical information O2O platform components will positively affect (+) flow experience.
H7: Perceived benefits on the medical information O2O platform will positively affect (+) use satisfaction.
H8: Flow experience on the medical information O2O platform will positively affect (+) use satisfaction.
H9: Use satisfaction with the medical information O2O platform will positively affect (+) continuous use intention.

제안 방법

As seen in Table 6, this study drew direct, indirect, and total effects using a bootstrapping method to verify the significance of indirect effects. Like the path analysis result above, information quality did not show a mediated effect of perceived benefits and flow experience regarding use satisfaction.
This study investigated service quality characteristics centered on medical information offering an app, one of the medical O2O services, which examined the causal relationship between continuous use intention and the mediation of consumer-perceived benefits, flow experience, and service satisfaction. This study offers the medical information O2O platform service market development a direction, which has been rapidly growing since the COVID-19 pandemic and provides implications for firms’ service consolidation measures.

성능/효과

AVE was 0.481-0.737, and Cronbach α was 0.735-0.833, so convergent validity was secured
As for the gender of the respondents, males were 47.6%, and females were 52.4%, so an even distribution was shown. Concerning age, 54.
4%, so an even distribution was shown. Concerning age, 54.3% and 35.1% were in their 30s and 40s, respectively, so most respondents were in their 30s and 40s. Regarding occupation, 46.
5% were less than KRW 1 million and KRW 1 million to less than KRW 2 million, respectively, so most respondents spent less than KRW 2 million on medical costs. Concerning the medical information platform use period, users with less than one year were 67.4%, and one year to less than three years were 32.6% (see Table 2).
Rather than focusing on just information distribution and consumption, factors that may stimulate functional and emotional experience factors or devices to enhance commitment can be provided in making an appointment with a doctor or searching for information. Considering the characteristics of medical platform users, users need to experience customized medical information concept by the situation, especially a need to fortify platform use experience satisfaction by consolidating medical service quality.
First, the importance of the platform’s system quality can be emphasized to improve use satisfaction and continuous use intention in the case of medical information platforms
In the result that verified the effect on flow experience, the system quality (3.805, p<0.001) and service quality (2.913, p<0.05) had a positive (+) effect on flow experience
It was ascertained that perceived benefits (0.078, p<0.01) and flow experience (0.065, p<0.01) affected continuous use intention with the mediation of use satisfaction.
Perceived benefits (8.353, p<0.001) and flow experience (5.936, p<0.001) had a positive (+) effect on use satisfaction, and the use satisfaction (9.505, p<0.001) also had a positive effect (+) on continuous use intention.
7% were revealed as “enrolled in or graduated from university,” “graduated from high school,” and “enrolled in or graduated from graduate school,” respectively in the order. Regarding annual medical costs, 46.0% and 41.5% were less than KRW 1 million and KRW 1 million to less than KRW 2 million, respectively, so most respondents spent less than KRW 2 million on medical costs. Concerning the medical information platform use period, users with less than one year were 67.
1% were in their 30s and 40s, respectively, so most respondents were in their 30s and 40s. Regarding occupation, 46.2% were company employees, followed by professionals and self-employed people at 42.1%. As for education level, 69.
Second, because flow experience affects use satisfaction in the medical information platform service, there is a need to strengthen the platform user experience. Rather than focusing on just information distribution and consumption, factors that may stimulate functional and emotional experience factors or devices to enhance commitment can be provided in making an appointment with a doctor or searching for information.
Second, this study defined the quality components of medical information apps based on general O2O platform service components, such as system quality, service quality, and information quality, so the medical information service's peculiarity was not considered
Service quality also showed a mediated effect of perceived benefits (0.047, p<0.01) and flow experience (0.068, p<0.05) in terms of use satisfaction
System quality was confirmed to affect use satisfaction with the mediation of perceived benefits (0.120, p<0.01) and flow experience (0.061, p<0.01)
The system quality (5.512, p<0.001) and service quality (5.042, p<0.001) out of the medical information O2O platform quality components positively (+) affected perceived benefits
Therefore, the component values of the measurement model fit were statistically very significant.
This study has research significance in that it presented empirical results through discussions on service quality, use satisfaction, and continuity, unlike existing previous studies emphasizing the data and technology development aspect of medical information platforms amid the environment where the digital healthcare and medical information O2O platform service market is growing. Nonetheless, this study has the following research limitations: First, this study surveyed only Korean medical information app users.
This study offers the medical information O2O platform service market development a direction, which has been rapidly growing since the COVID-19 pandemic and provides implications for firms’ service consolidation measures.
This study set the quality components as independent variables, such as system quality, information quality, and service quality, and set perceived benefits, flow experience, and use satisfaction as parameters. Lastly, continuous use intention was considered as a dependent variable.
In addition, manipulative variables of components were to be composed as the questions were defined. When looking at the manipulative definition of the used variables for the questionnaire survey, the system quality of the medical information O2O platform components mean helping quick medical appointments, recommending close medical institutions, and stably operating when consumers want to use the platform. Information quality means providing various information related to medical services and quick updating for accurate information.

후속연구

Second, this study defined the quality components of medical information apps based on general O2O platform service components, such as system quality, service quality, and information quality, so the medical information service's peculiarity was not considered. A further study that can discover distinguishing factors from a service aspect that medical information platform has may be conducted, empirically discussing the relationship between satisfaction and use continuity.
Customers request faster and more convenient appointments with a doctor, proper treatment, and a simple process in the medical information distribution and platform. Consequently, platform developers or medical institutions can consider innovative system development to improve the digital medical service process and consolidate convenience by reflecting such features.
Since Korean medical service consumers’ characteristics are reflected, there is a limitation in generalizing the study results. There is a need to consider research expansion by targeting medical information app users in each continent or major country and expanding the research target countries in a further study. Second, this study defined the quality components of medical information apps based on general O2O platform service components, such as system quality, service quality, and information quality, so the medical information service's peculiarity was not considered.
Medical institutions for medical examination or treatment activities like beauty care or plastic surgery can provide a possible schedule in advance, and consumers can consider a medical appointment service beforehand. There is a need to seek measures to extend medical service benefits and the selection range of consumers through prior notice of new information offering and distribution.

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표제어: PCR

동의어: Packet Collision Rate

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용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

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구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

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