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AssociationforInformationSystemsAISElectronicLibrary(AISeL)WHICEB2013ProceedingsWuhanInternationalConferenceone-BusinessSummer5-25-2013AnEmpiricalStudyofUserAcceptanceonMedicalandHealthWebsiteBasedonUTAUTSunJianbinSchoolofBusiness,GannanNormalUniversity,Ganzhou,341000,ChinaLuJiaojiaoSchoolofBusiness,GannanNormalUniversity,Ganzhou,341000,ChinaFollowthisandadditionalworksat:http://aisel.
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RecommendedCitationJianbin,SunandJiaojiao,Lu,"AnEmpiricalStudyofUserAcceptanceonMedicalandHealthWebsiteBasedonUTAUT"(2013).
WHICEB2013Proceedings.
81.
http://aisel.
aisnet.
org/whiceb2013/81490TheTwelfthWuhanInternationalConferenceonE-Business——HumanBehaviorandSocialImpactsonE-BusinessTrackAnAnAnAnEmpiricalEmpiricalEmpiricalEmpiricalStudyStudyStudyStudyofofofofUserUserUserUserAcceptanceAcceptanceAcceptanceAcceptanceononononMedicalMedicalMedicalMedicalandandandandHealthHealthHealthHealthWebsiteWebsiteWebsiteWebsiteBasedBasedBasedBasedononononUTAUTUTAUTUTAUTUTAUTJianbinSun一,JiaojiaoLuSchoolofBusiness,GannanNormalUniversity,Ganzhou,341000,ChinaAbstract:Abstract:Abstract:Abstract:WiththerapiddevelopmentofInternet,moreandmorepeoplegotmedicalinformationthroughMedicalandHealthWebsite.
However,MedicalandHealthWebsiteisstillininfancy,itssocialinfluenceisnotsignificant,andthisnewInternettechnologyhasnotbeenwidelyacceptedinourcountry.
MostscholarsmainlyconcentrateontechnologyandmanagementinstitutionwhenresearchingtheMedicalandHealthWebsite.
Inordertostudyuser'sbehavioralintentionandusebehavioronMedicalandHealthwebsite,atheoreticalmodelisbuiltbasedonUnifiedTheoryofAcceptanceandUseofTechnology(UTAUT)withtheconsumerperceivedrisktheoryandperceivedcost.
Thequestionnaireisdesignedaccordingtothetheorymodel.
Then,thedataisanalyzedbydescriptivestatistics,reliabilityandvalidityandmultiplelinearregression.
Theresultsindicatethatpeople'susebehaviorispositiveinfluencedbybehavioralintentionandeffortexpectancy.
Onthecontrary,perceivedcosthasnegativeinfluenceonusebehavior.
Perceivedriskhasnegativeinfluenceonbehavioralintention.
Genderandexperiencehavemoderatingeffectsonbehavioralintention.
However,itisnotverifiedthatsocialinfluencehaspositiveinfluenceonbehavioralintention.
Atlast,thispaperprovidessomecountermeasuresandsuggestionstopromotethedevelopmentofMedicalandHealthwebsite.
Keywords:Keywords:Keywords:Keywords:MedicalandHealthWebsite,UTAUT,perceivedrisk,perceivedcost,regressionanalysis1.
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INTRODUCTIONINTRODUCTIONINTRODUCTIONINTRODUCTIONMedicalandHealthWebsiteisborninmid-90soflastCenturyontheInternet.
Especiallyaftertheoutbreakof"SARS"inthe2003,thousandsofMedicalandHealthwebsitesareemergedquicklywithinafewyears.
Now,searchingkeyword"MedicalandHealthWebsite"throughtheBaiduWebsite,thereareabout23500000results.
ThestatisticalreportofChineseMedicalandHealthwebsitemarketin2011ispublishedbyChinaInternetlaboratorywithChinaInternetIndexSystem(CIIS)[1].
Thereportdemonstratesthat"39"Healthwebsite(www.
39.
net)isrankedfirst,anditsmarketshareis23.
5%.
MedicalandHealthwebsitesaretheserviceplatformwhichcanprovideoverallandauthoritativemedicalandhealthinformationforentiresociety.
Ithasmanyfunctions,suchaspublishingavarietyofmedicalandhealthinformation,medicineinformation,real-timediagnosisandsoon.
Accordingtothedifferentlocation,MedicalandHealthWebsitecanberoughlydividedintofourcategories[2].
Thefirstcategoryishealthportalwebsite,suchaswww.
39.
net,www.
ewos.
comandsoon.
Thesecondcategoryisguidingservicewebsite,suchaswww.
120ask.
com,www.
haodf.
comandsoon.
Thirdcategoryismedicinalinformationwebsite,suchaswww.
iiyi.
com,www.
shouxi.
netandsoon.
FourthcategoryisElectronicCommercewebsite,suchaswww.
818.
comandsoon.
Asanewthing,theacademicresearchonthiskindofwebsitehasbeencarriedout.
Zhuleietal(2012)demonstratedtheconcept,characteristics,advantagesanddisadvantages,implementationtechnologyofMedicalandHealthwebsite[3].
AndsuggestedMedicalandHealthwebsitehasapromotingeffectonthetraditionalmedicalservice.
HuMiao(2012)discussedthehistoryandcurrentsituationofMedicalandHealthwebsite[4].
一Correspondingauthor.
Email:sun8229701@163.
com(JianbinSun),469525773@qq.
com(JiaojiaoLu)TheTwelfthWuhanInternationalConferenceonE-Business——HumanBehaviorandSocialImpactsonE-BusinessTrack491Meanwhilesheanalyzedthetechnology,themarketdemandandinvestmentofMedicalandHealthwebsite.
LastshepointedoutthatMedicalandHealthwebsitehasbroaddevelopmentprospect.
ZhangQinyaoetal(2010)studiedtheevaluationindexsystembasedoncustomersatisfactionofinformationserviceonMedicalandHealthwebsitebyempiricalmethodology[5].
AlthoughthedevelopmentprospectofMedicalandHealthwebsiteisveryoptimistic,currentlyitsinfluenceislower,anditsattractivenessisnotenough.
Thewebsitetrafficislower.
Thequalityofthewebsiteisuneven,andtheoveralllevelofthewebsiteisnothigh.
Aimingattheseproblems,somescholarsputforwardthecorrespondingcountermeasure.
AnJiye(2009)proposedtheframeandmodelofinformationserviceonMedicalandHealthwebsiteinordertosolvetheinformationchaos[6].
ZhongWenjing(2009)suggestedthatimprovedbusinessmodeltoenhanceoperationalefficiencyoftheMedicalandHealthwebsite[7].
RenJingjingetal(2011)suggestedthatthetechnologyofInternetofthingsisappliedonMedicalandHealthwebsitetoenhancethewebsiteintelligence[8].
Theabovescholarsmainlyconcentrateontechnology,businessmodel,marketingmeans,andmanagementinstitution,andsoon.
AfewscholarscarryoutresearchonMedicalandHealthwebsitefromuseracceptancebehaviortheory.
Inthispaper,useraccessbehavioronMedicalandhealthwebsiteisanalyzedwithUnifiedTheoryofAcceptanceandUseofTechnology(UTAUT),inordertofindthecriticalfactorinfluencinguserintentionandbehavior,andproposecountermeasurestopromoteMedicalandHealthwebsitedevelopment.
2.
2.
2.
2.
THEORYTHEORYTHEORYTHEORYANDANDANDANDHYPOTHESISHYPOTHESISHYPOTHESISHYPOTHESISMODELMODELMODELMODEL2.
12.
12.
12.
1UserUserUserUserAAAAcceptancecceptancecceptancecceptanceofofofofIIIInformationnformationnformationnformationTTTTechnologyechnologyechnologyechnologyTTTTheoryheoryheoryheoryDavisetalresearchuseracceptanceofinformationtechnologytheoryin1989.
DavissuggestedTechnologyAcceptanceModel(TAM)basedonTheoryofReasonedAction(TRA)[9].
Twocoreconcepts-PerceivedUsefulnessandPerceivedEaseofUse-arepresentedinTAM.
PerceivedUsefulnessisdefinedas"thedegreetowhichapersonbelievesthatusingaparticularsystemwouldenhancehisorherjobperformance".
PerceivedEaseofUserefersto"thedegreetowhichapersonbelievesthatusingaparticularsystemwouldbefreeofeffort".
Thismodelsoonattractedwidespreadattentionindomesticandforeignacademiccircles.
Theresearchresultsarealsoveryrich.
TechnologyAcceptanceExtendedModel(TAM2)whichVenkateshandDavisproposedisthemostimportantmodelafterTAM[10].
ThepurposeofTAM2istofindotherkeyfactorsexceptperceivedusefulnessandperceivedeaseofuse,andtoenhancetheadaptabilityoftechnologyacceptancemodel.
WiththedevelopmentofInternet,informationtechnologyimprovespeople'sworkingefficiency.
Atthesametime,italsocanbeusedforrecreation,suchasonlinegames,onlinemovies,andonlinechatandsoon.
Itisnotenoughthatexplainuseracceptancebehaviorofrecreationalinformationtechnologyonlywithperceivedusefulnessandperceivedeaseofuse.
BecauseofthelimitationsofTAMmodelandTAM2model,VenkateshetalproposedUnifiedTheoryofAcceptanceandUseofTechnology(UTAUT)basedoneightmodels[11],suchasTAM,TAM2,andMotivationalModelandsoon.
ItismoreandmorewidelythattheacceptancebehaviorofvarietyinformationtechnologyisresearchedwithUserAcceptanceofInformationTechnologyTheory.
Thispaperproposedthesehypothesesbasedonthismodel.
H1:Performanceexpectancywillhaveapositiveinfluenceonbehavioralintention.
H2a:Effortexpectancywillhaveapositiveinfluenceonbehavioralintention.
H2b:Effortexpectancywillhaveapositiveinfluenceonusebehavior.
H3:Socialinfluencewillhaveapositiveinfluenceonbehavioralintention.
H4:Behavioralintentionwillhaveapositiveinfluenceonusebehavior.
492TheTwelfthWuhanInternationalConferenceonE-Business——HumanBehaviorandSocialImpactsonE-BusinessTrack2.
22.
22.
22.
2ConsumerConsumerConsumerConsumerperceivedperceivedperceivedperceivedriskriskriskrisktheorytheorytheorytheoryPerceivedrisktheorywasextendedfrompsychologyin1960byBauerofHarvardUniversity[12].
Heproposed:theexpectedresultswereuncertainwhateverpurchasebehaviorofconsumers,butsomeresultsmightmakeconsumersunpleasant.
StoneandGronhaug(1993)tookperceivedrisksimplydefineas:itwasexpectedlossesrelevantbuybehaviors[13].
Theyputforwardsixdimensions:financial,performance,physical,psychological,socialandtime.
Perceivedrisktheoryinforeignresearchisstillrelativelymature.
Theresearchcoversmanyindustriesbyempiricalmethodology.
InChina,theresearchonperceivedriskisstillintheinitialstage.
Onthebasisofpreviousresearch,andcombiningwiththeactualcharacteristicsofmedicalandhealthwebsite,theriskofusermainlyconsideroneconomicrisk,privacyrisk,andfunctionalriskofthemedicalhealthwebsite.
Thispaperproposedthehypothesis.
H5:Perceivedriskwillhaveanegativeinfluenceonbehavioralintention.
2.
32.
32.
32.
3PerceivedPerceivedPerceivedPerceivedccccostostostostPerceivedcostreferstothelevelofperceptionofpricelevelofmedicalandhealthwebsiteusersratherthantheabsoluteprice.
Inthetheoryofvalue,perceivedvaluecanbedividedintotwoaspects:theperceivedbenefitsandperceivedloss.
Whenactuallyusingofaproductorservice,consumerswillconsciouslycomparebenefitandloss.
Whenperceivedbenefitlossmorethangains,theywillrejecttheproductorservice[14].
Theusecostofmedicalandhealthwebsiteisanimportantcomponentofconsumerperceivedloss.
TheuseofMedicalandHealthwebsiteisaconsumerflexibledemand,thereforethepricesensitivityisrelativelylarge.
Inavarietyofpreviousstudiesonmedicalandhealthwebsite,theresearchersrarelypayattentiontoperceivedcost.
Throughthepracticalexperienceswecanfeel:Whenaproduct'spriceishigherthanweexpected,evenifwehaveveryhighintention,wearenotgoingtobuy.
Thusthispaperwouldexplorewhetherperceivedcosthaveaninfluenceonusebehaviorofconsumers.
Thispaperproposedthehypothesis.
H6:Perceivedcostwillhaveanegativeinfluenceonusebehavior.
2.
42.
42.
42.
4ModeratorModeratorModeratorModeratorvariablesvariablesvariablesvariablesThispaperimportsfourmoderatorvariables:respectively,gender,age,educationallevelandexperience.
Afterverifyingtheprevioushypotheses,thispaperverifieswhetherthesehypothesesaremoderatedbyfourmoderatorvariables.
H7:Theinfluenceofperformanceexpectancyonbehavioralintentionwillbemoderatedbygender,age,educationallevelandexperience.
H8:Theinfluenceofeffortexpectancyonbehavioralintentionwillbemoderatedbygender,age,educationallevelandexperience.
H9:Theinfluenceofsocialinfluenceonbehavioralintentionwillbemoderatedbygender,age,educationallevelandexperience.
H10:Theinfluenceofperceivedriskonbehavioralintentionwillbemoderatedbygender,age,educationallevelandexperience.
2.
52.
52.
52.
5HypothesisHypothesisHypothesisHypothesismodelmodelmodelmodelInsummary,thetheorymodelconstructedinthispaperisasfollowingfigure1.
3333DATADATADATADATACOLLECTIONCOLLECTIONCOLLECTIONCOLLECTIONANDANDANDANDPROCESSPROCESSPROCESSPROCESS3.
13.
13.
13.
1VariableVariableVariableVariabledefinitiondefinitiondefinitiondefinitionTheTwelfthWuhanInternationalConferenceonE-Business——HumanBehaviorandSocialImpactsonE-BusinessTrack493PerformanceExpectancyEffortExpectancySocialInfluencePerceivedCostPerceivedRiskGenderAgeExperienceEducationalLevelBehavioralIntentionUseBehaviorFFFFigureigureigureigure1.
1.
1.
1.
TTTTheoryheoryheoryheorymodelmodelmodelmodelAllvariablesintheconceptualmodelofthispaperarefromtheexistingreferences.
AllvariablesdefinitionsandsourcesarelistedinTable1.
TableTableTableTable1.
1.
1.
1.
VariablesVariablesVariablesVariablesddddefinitionsefinitionsefinitionsefinitionsandandandandssssourcesourcesourcesourcesVariableDefinitionThenumberofitemsSourcesPerformanceExpectancyThedegreetowhichanindividualbelievesthatusingthewebsitewillhelphimorhertoattaingainsinjobperformance.
4[11]EffortExpectancyThedegreeofeaseassociatedwiththeuseofthewebsite.
4[11]SocialInfluenceThedegreetowhichanIndividualperceivesthatimportantothersbelieveheorsheshouldusethewebsite.
3[11]BehavioralIntentionAmeasureofthestrengthofone'sintentiontoperformaspecifiedbehavior4[11],[9]UseBehaviorAtaparticulartime,theactualuseofthewebsite.
4[11],[9]PerceivedRiskIntheprocessofvisitingthewebsite,itmaybringsthenegativeoradverseresultsofpsychologicalexpectationstotheusers3[13]PerceivedCostTheservicechargewhenpeoplevisitthewebsite.
4[15],[16],[17]3.
23.
23.
23.
2DataDataDataDataccccollectionollectionollectionollectionandandandandddddescriptionescriptionescriptionescriptionThroughthedefinitionofthevariablesandthereviewoftherelatedliterature,allitemsinthequestionnaireweremeasuredbyaLikertfive-pointscale.
Inthefirstpart,gender,age,degreeofeducationandexperiencewillbeinvestigated.
Inthesecondpart,Allquestionhavefiveanswers-stronglydisagree,slightlydisagree,uncertain,slightlyagreeandstronglyagreeratedonascaleof1to5.
Everyquestionisrequiredtofillouttheactualsituation.
Beforethequestionnaireissue,severalexpertsareinvitedtotestthem.
Theybelievethatthequestionnaireiseffective.
Themainsubjectsofinvestigationarethejuniorcollegestudent,undergraduatestudents,graduatestudents,teachersandothercollegestaff.
Itiscommonlythattheycouldsurftheinterneteasily.
Paperquestionnairesareissuedatotalof196,162piecesarecollected.
Afterexcludingsomeobviousinvalidquestionnaires,atotalof144questionnairesareeffective.
Descriptivestatisticsisappliedtoanalyzethesamplesgender,age,degreeofeducationandexperiencebySPSS.
TheresultisasTable2.
TableTableTableTable2.
2.
2.
2.
DescriptiveDescriptiveDescriptiveDescriptiveItemanswerFrequencyPercentgendermale7854.
2%female6645.
8%age≤232819.
4%24-337652.
8%34-432013.
9%≥442013.
9%degreeofeducationJuniorcollegeorbelow3020.
8%undergraduate3222.
2%graduateorabove8256.
9%experienceyes6041.
7%no8458.
3%494TheTwelfthWuhanInternationalConferenceonE-Business——HumanBehaviorandSocialImpactsonE-BusinessTrackDependentvariable:ubFromtable2,wecanseethatmaletofemaleratioisalmost1:1,morethanhalfofthesamplesare24-33yearsold,andmostofthemhavebachelordegreeorabove.
Itisobviouslythatthesampledistributionisgood.
3.
33.
33.
33.
3ReliabilityReliabilityReliabilityReliabilityandandandandvvvvalidityalidityalidityalidityItisessentialtoassessthereliabilityofquestionnaire,toensurethequalityofsurveillancedataandoutcomesofstatisticalanalysisafterward.
ThispaperusesCronbach'sAlphawhichiswidelyusedbyscholarstodeterminetheinternalreliability.
AfteranalysisbySPSS,theCronbach'salphaindexofthequestionnairesis0.
726.
ItindicatesthatthedataisreliablerefertotheCronbach'sAlphascorestandard.
Validityisthedegreethatthemeasurementtoolcouldmeasurethethingswhichneedtomeasure.
Factoranalysisisusedtotestthevalidityofthedatainthispaper.
Beforefactoranalysis,KMOvaluetestandBartlett'ssphericitytestarenecessary.
OnlytheKMOvalueisgreaterthan0.
5andBartlett'ssphericitytestreachedsignificant,factoranalysisissuitable.
Inaddition,itemmayberemoved,ifitsfactorloadingistoosmall.
Whenoneitembecomesafactor,thenremove.
Whenthefactorloadingofoneitemislessthan0.
45,thenremove.
Everyvariableisanalyzedbyfactoranalysismethod.
TheresultisasTable3.
TableTableTableTable3.
3.
3.
3.
FactorFactorFactorFactoranalysisanalysisanalysisanalysisVariableItemKMOBartlett'sTestofsphericityFactorloadingVariableItemKMOBartlett'sTestofsphericityFactorloadingApprox.
Chi-SquaredfSig.
Approx.
Chi-SquaredfSig.
bi(BehavioralIntention)BI1BI2BI3BI40.
734105.
06860.
0000.
6540.
8060.
7180.
755pe(PerformanceExpectancy)PE1PE2PE3PE40.
65664.
66060.
0000.
7590.
5690.
7870.
581ub(UseBehavior)U1U2U3U40.
724202.
07860.
0000.
8900.
8070.
7540.
726ee(EffortExpectancy)EE1EE2EE3EE40.
698134.
84960.
0000.
6860.
7770.
8370.
692pr(PerceivedRisk)R1R2R3R40.
753162.
78860.
0000.
8560.
8170.
5740.
812pc(PerceivedCost)PC1PC2PC3PC40.
765144.
04660.
0000.
7520.
8250.
7780.
725si(SocialInfluence)SI1SI2SI30.
67086.
81930.
0000.
7810.
8380.
7894444REGRESSIONREGRESSIONREGRESSIONREGRESSIONANALYSISANALYSISANALYSISANALYSISIntheregressionanalysis,wemeasurethevalueoffactorsbyweightedaveragemethod.
Anymore,thedataareprocessedbythemethodofcentralizationtoeliminatetheconstant.
Accordingtotheconceptualmodelproposedinthepreviouspaper,wedividethemodelintotwo.
Entermethodisusedinthetworegressionsubmodel.
4.
14.
14.
14.
1No.
1No.
1No.
1No.
1ModelModelModelModelTheregressionequationonthismodelisobtainedthatUseisthedependentvariableandargumentsincludeBehavioralIntention,PerceivedCostandEffortExpectancy.
0123ubaabiaeeapcεεistheerrorterm.
SPSSisusedtoanalyze,andtheresultisasTable4.
TableTableTableTable4.
4.
4.
4.
No.
1No.
1No.
1No.
1ModelModelModelModelvariableR2AdjustedR2FTestStandardizedcoefficientβtTestFSig.
tSig.
bi0.
2890.
27418.
9590.
0000.
3985.
3440.
000ee0.
2833.
8670.
000pc-0.
270-3.
6710.
000TheTwelfthWuhanInternationalConferenceonE-Business——HumanBehaviorandSocialImpactsonE-BusinessTrack4954.
4.
4.
4.
2222No.
No.
No.
No.
2222ModelModelModelModelTheregressionequationonthismodelisobtainedthatBehavioralIntentionisthedependentvariableandargumentsincludePerformanceExpectancy,EffortExpectancy,SocialInfluenceandPerceivedRisk.
Inaddition,fourmoderatorvariableswouldcomeintotheregressionequation.
Model1:10111213141biaapeaeeasiaprεModel2:202122232425262728292biaapeaeeasiapraageaagepeaageeeaagesiaageprεModel3:303132333435363738393biaapeaeeasiapraeduaedupeaedueeaedusiaeduprεModel4:404142434445464748494biaapeaeeasiapragenagenpeageneeagensiagenprεModel5:505152535455565758595biaapeaeeasiapraexpaexppeaexpeeaexpsiaexpprεHereinto,εistheerrorterm,ageexpressesage,eduexpressesdegreeofeducation,genexpressesgender,andexpexpressesexperience.
SPSSisusedtoanalysis,andtheresultisasTable5.
TableTableTableTable5.
5.
5.
5.
No.
2No.
2No.
2No.
2ModelModelModelModelvariableModel1StandardizedcoefficientβModel2StandardizedcoefficientβModel3StandardizedcoefficientβModel4StandardizedcoefficientβModel5Standardizedcoefficientβpe0.
515*0.
531*0.
537*0.
480*0.
526*ee0.
120*0.
125*0.
105*0.
145*0.
048si0.
0200.
0170.
0220.
026-0.
016pr-0.
413*-0.
424*-0.
394*-0.
398*-0.
397*age-0.
088age*pe0.
020age*ee-0.
034age*si-0.
017age*pr0.
021edu0.
012edu*pe0.
086edu*ee-0.
033edu*si0.
010edu*pr-0.
018gen-0.
124*gen*pe0.
067gen*ee0.
030gen*si0.
028gen*pr0.
041exp-0.
165*exp*pe-0.
053exp*ee0.
050exp*si0.
016exp*pr-0.
064R20.
6170.
6260.
6270.
6380.
642AdjustedR20.
6060.
6010.
6020.
6140.
618R2Change0.
0010.
0090.
0210.
025F56.
092*24.
965*25.
056*26.
249*26.
704*Note:*p<0.
05.
5.
5.
5.
5.
RESULTSRESULTSRESULTSRESULTSANDANDANDANDDISCUSSIONDISCUSSIONDISCUSSIONDISCUSSIONInNo.
1model,R2isequalto0.
289thatmaybesmallinaway.
However,itiscouldbeaccepted.
Itindicatesthatthefittingdegreeofequationisnotbad.
Anymore,theequationisexaminedwithFtest,andtheresultsuggeststhattheequationisverysignificant.
Afterall,everyvariableisexaminedwithTtest,andtheresultssuggestthatstandardizedcoefficientβaresignificant,too.
Now,H4,H2bandH6havebeenvalidated.
496TheTwelfthWuhanInternationalConferenceonE-Business——HumanBehaviorandSocialImpactsonE-BusinessTrackIndividual'sactionofvisitingMedicalandHealthwebsiteismostinfluencedbytheirBehavioralIntention.
Individuals'EffortExpectancywouldinfluencetheiraction,too.
Anymore,peoplewouldnotaccepttheservicesonMedicalandHealthwebsiteiftheybelievethatthecostistoohigh.
WhenbuildingMedicalandHealthwebsite,theoperatorsshouldpaymoreattentiontopeople'sbehavioralintention.
Avarietyofeffectivemarketingmeansshouldbeadoptedinordertoimprovepeople'sbehavioralintention.
Onthewebdesign,itmayeliminatethetechnologybarrierwhenpeopleacceptservicesonMedicalandHealthwebsiteifthepagesareconcise,reasonableandeasytouse.
Forthecost,itwouldnegativelyaffectpeople'saction.
So,feesneedtobeopentotheconsumers,andtheoperatorsshouldbehonest.
Itisalsoagoodideatoreducethepriceappropriately.
InNo.
2model,R2ofeverysubmodelisgreaterthan0.
6,sowecansaythatthefittingdegreeofequationsisgood.
AllofequationsareverysignificantbyFtest.
Atmodel1,standardizedcoefficientβofPerformanceExpectancy,EffortExpectancyandPerceivedRiskaresignificant.
However,standardizedcoefficientβofSocialInfluenceisnotsignificant.
Therefore,H1,H2aandH5havebeenvalidated,andH3isrejected.
Intable5,standardizedcoefficientβofage,degreeofeducationandothercorrelativesarenotsignificant.
Anymore,R2Changeisnotsignificant,too.
Weconcludethatageanddegreeofeducationplaynomoderatoraction.
Atmodel4,standardizedcoefficientβofgenderissignificant;R2increases0.
021;EquationisverysignificantbyFtest.
Thesedataindicatethatthemoderatoractionofgenderissignificant.
Atmodel5,standardizedcoefficientβofexperienceissignificant;R2increases0.
025;EquationissignificantbyFtest.
Thesedataindicatethatthemoderatoractionofexperienceissignificant,too.
Individuals'BehavioralIntentionofMedicalandHealthwebsiteisnotinfluencedbySocialInfluence.
Themostpromisingreasonisthateveryonehastheirownunderstandingoftheirphysicalhealthwhichislittleinfluencedbyothers.
TheBehavioralIntentionofuserismainlydeterminedbyperformanceexpectancy.
EffortExpectancyisexpectedtohaveacertainimpact.
However,PerceivedRisknegativelyinfluencesBehavioralIntention.
Therefore,thewebsiteoperatorsshouldgivetheuserasenseofthismedicalandhealthwebsiteisuseful.
Inaddition,itcanimprovetheirstandardoflivingbyvisitingmedicalandhealthwebsite.
Finally,operatorsshouldstrivetoeliminatetheuser'seconomicrisk,privacyriskandfunctionalrisk.
Forpeople'sBehavioralIntention,youngandoldpeoplearethesame.
People'sdegreeofeducationhasnomoderatedeffectonBehavioralIntention.
However,genderandexperiencehavemoderatedeffectonBehavioralIntention.
ForthefactorsthatinfluenceBehavioralIntention,thefemaleismoresensitive.
Afterexperienceenteredtomodel,EffortExpectancyeffectonBehavioralIntentiondidnotexistanylonger.
ItindicatesthatuserwhohasbeenreceivedtheservicesfromMedicalandHealthwebsitecanvisitthewebsiteeasily.
TheresultsshowasTable6.
TableTableTableTable6666.
.
.
.
ResultsResultsResultsResultsofofofofanalysisanalysisanalysisanalysisH1Performanceexpectancywillhaveapositiveinfluenceonbehavioralintention.
supportH2aEffortexpectancywillhaveapositiveinfluenceonbehavioralintention.
supportH2bEffortexpectancywillhaveapositiveinfluenceonusebehavior.
supportH3Socialinfluencewillhaveapositiveinfluenceonbehavioralintention.
nosupportH4Behavioralintentionwillhaveapositiveinfluenceonusebehavior.
supportH5Perceivedriskwillhaveanegativeinfluenceonbehavioralintention.
supportH6Perceivedcostwillhaveanegativeinfluenceonusebehavior.
supportH7Theinfluenceofperformanceexpectancyonbehavioralintentionwillbemoderatedbygender,age,educationallevelandexperience.
partiallysupportH8Theinfluenceofeffortexpectancyonbehavioralintentionwillbemoderatedbygender,age,educationallevelandexperience.
partiallysupportH9Theinfluenceofsocialinfluenceonbehavioralintentionwillbemoderatedbygender,age,educationallevelandexperience.
partiallysupportH10Theinfluenceofperceivedriskonbehavioralintentionwillbemoderatedbygender,age,educationallevelandexperience.
partiallysupportTheTwelfthWuhanInternationalConferenceonE-Business——HumanBehaviorandSocialImpactsonE-BusinessTrack4976.
6.
6.
6.
CONCLUSIONSCONCLUSIONSCONCLUSIONSCONCLUSIONSThispaperhaslaunchedaseriesofresearchonMedicalandHealthwebsitesbasedonUTAUT,andachievedcertainresults.
However,duetopersonalability,timeandotherfactors,thispaperstillhasmanydeficiencies.
Theinformationexistedinsampleisalittlelimited,becauseofthesmallsamplesize.
Inthefurtherstudy,wearegoingtopaymoreattentiontodesignquestionnaireandcollectdata.
Inaddition,itisvaluablethatstudyingthereasonwhypeople'sbehavioralintentionisnotinfluencedbyhisorhersocialinfluence.
ItisalsopossiblethatwiththedevelopmentofMedicalandHealthwebsite,socialinfluencewouldplayaroleinthefuture.
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