微信健康信息发送对用户行为意向的影响研究

发布时间：2018-06-16 18:57

本文选题：微信 + 健康信息　；参考：《西南交通大学》2017年硕士论文

【摘要】：随着网络的快速发展,人们逐渐开始通过平板电脑、智能手机等移动设备在网上搜集查询健康信息,这对于缓解我国医疗卫生资源紧张以及普及健康知识起到了重要的作用。本文以移动设备中使用人数最多的APP微信为例,并依据健康信息的特征,探讨微信健康信息的发送效果以及微信用户行为意向的改变。本文首先以精细加工可能性模型和技术接受度模型为理论基础,阐述相关文献,构建2(信息质量)x4(信源可信度)的微信用户行为意向改变模型。接下来进行问卷调查,本文中共有两次问卷调查,首先在前测问卷调查中依据受访者作答情况得到关注性、争议性最大以及正确性最低的问题作为正式问卷的情景问题。接下来参照前测问卷调查的情景问题以及相关学者的成熟研究,设计正式情景问卷。本文通过实证研究分析各变量之间的影响关系,在信度和效度良好的情况下,进行结构方程模型分析、回归分析等,结果发现信息质量和信源可信度可以正向影响感知有用性,感知有用性可以正向影响接受态度和行为意向,并且年龄、个人相关性以及专业能力对于信息质量和感知有用性之间具备调节作用。根据以上研究结果,本文针对性的提出一些意见和建议,旨在提高微信健康类信息的可信度,并且希望能为相关医疗部门通过微信发送健康信息指导用户行为意向改变做出理论贡献。
[Abstract]:With the rapid development of the Internet, people begin to collect and query health information on the Internet through tablets, smartphones and other mobile devices, which has played an important role in relieving the shortage of medical and health resources and popularizing health knowledge in China. This paper takes app WeChat, which has the most people used in mobile devices, as an example, and according to the characteristics of health information, discusses the effect of sending health information and the change of behavior intention of WeChat users. In this paper, based on the possibility model of fine processing and the model of acceptance of technology, the related literature is expounded, and the behavior intention change model of micro-credit households based on 2 (Information quality x 4) is constructed. Secondly, there are two questionnaires in this paper. Firstly, according to the respondents' answers, the most controversial and least correct questions are considered as the formal questionnaire situation in the pre-test questionnaire. Then the formal situational questionnaire is designed by referring to the situation questions of the pretest questionnaire and the mature research of relevant scholars. In this paper, we analyze the relationship between variables by empirical study. Under the condition of good reliability and validity, we do structural equation model analysis, regression analysis and so on. The results show that information quality and source credibility can positively affect perceived usefulness. Perceived usefulness can positively affect receptive attitudes and behavioral intentions, and age, personal relevance and professional ability can regulate the relationship between information quality and perceived usefulness. According to the above research results, this paper puts forward some suggestions, aiming to improve the credibility of WeChat health information. And hope to make a theoretical contribution to the related medical departments through WeChat to send health information to guide user behavior intention change.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F713.55

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