Exploring the freemium business model for online medical consultation services in China

Exploring the factors influencing the adoption of online medical services by older adults: a modified UTAUT2 based study

Objective

The adoption rate of online medical services (OMS) among older adults remains notably low. Existing literature on OMS has rarely focused on older adults and the influences of individual characteristics within this population remain underexplored. To explore the factors influencing the adoption of OMS by older adults in China, this study proposes a modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model by integrating technology anxiety, trust, and perceived risk and adding new moderating variables such as education level and health status.

Method

Data was collected through a face-to-face survey, which included 379 valid questionnaires. Structural equation modeling (SEM) was used to analyze the data and test the research hypotheses.

Results

For older adults, performance expectancy (β = 0.375, p < 0.001), effort expectancy (β = 0.244, p < 0.01), social influence (β = 0.198, p < 0.01), and trust (β = 0.237, p < 0.01) positively influence the usage intention of OMS, whereas technological anxiety (β = -0.129, p < 0.01) and perceived risk (β = -0.296, p < 0.001) negatively influenced the usage intention of OMS. No significant influence of facilitating conditions (β = 0.057, p = 0.293) or price value (β = 0.035, p = 0.721) on usage intention was found in this study. Meanwhile, the age, education level, and health status of the participants were found to moderate the effects of some major constructs on usage intention significantly.

Discussion

Our empirical research discovers the drivers and barriers influencing the adoption of OMS by older adults. Based on the findings, we provide some recommendations to promote the adoption of OMS among older adults. Our findings and recommendations can aid providers, developers, policymakers, market practitioners, and managers of OMS in developing better services and strategies to successfully implement OMS among the older population.

What Key Factors Affect Patient Satisfaction on Online Medical Consultation Platforms? A Case Study from China

Background/Objectives: Online medical consultation (OMC) platforms have become an essential tool for facilitating communication between doctors and patients, providing an efficient way for patients to access healthcare services. However, research on the key drivers of patient satisfaction within this context remains limited. This study aims to identify and prioritize the key factors influencing patient satisfaction on OMC platforms, with a focus on the Chinese "Chunyu Doctor" app as a case study. Methods: Data from patient comments on the "Chunyu Doctor" app were collected and analyzed using grounded theory to identify the influencing factors of patient satisfaction. The decision-making trial and evaluation laboratory (DEMATEL) method was then applied to assess and prioritize the factors influencing patient satisfaction, identifying the key determinants from a complex set of potential influences. Results: The study identified 11 key factors out of 23 that significantly impact patient satisfaction. These factors include doctors provide professional treatment plans, doctors accurately understand patients' concerns, doctors explain and advise on prescriptions, doctors personally respond, doctors provide comprehensive replies, cost-effectiveness, consultation fees, effectiveness of treatment outcomes, reasonableness of the doctors' consultation process, avoidance of templated responses by doctors, and alignment of doctors responses with patient expectations. Conclusions: This study enriches the understanding of patient satisfaction in the context of online medical consultations. The findings offer theoretical insights for future research and provide practical implications for enhancing the management and development of OMC platforms, improving the quality of healthcare services, and boosting patient satisfaction.

A Systematic Review of Online Medical Consultation Research

Online medical consultation is a form of medical service that facilitates interactions between patients and doctors online, offering significant utility and value. This review aims to retrieve, screen, and analyze articles related to online medical consultations, formulating a theoretical framework and proposing future research directions. According to PRISMA guidelines, a systematic search was conducted in Web of Science, EBSCO, ScienceDirect, PubMed, and Scopus, retrieving a total of 4072 English records on 16 December 2023. After rigorous screening, 75 articles were included in this review. Among these, 8 articles focused on patients utilizing online medical consultation platforms, 5 on doctors participating in online medical platforms, 18 on patients' choice of doctors, 12 on doctors providing services, 7 on online reviews of patients, 14 on service quality for patients, 8 on rewards to doctors, and 11 on the spillover effect between online and offline services. These themes comprise the theoretical framework of the starting point, process, and outcomes of the online medical consultation system, providing a comprehensive understanding of the field and a foundation for future research.

The Effect of "Offline-to-Online" Trust Transfer on the Utilization of Online Medical Consultation Among Chinese Rural Residents: Experimental Study

BACKGROUND

Online medical consultation can serve as a valuable means for rural residents to access high-quality health care resources, thereby mitigating the geographic and economic disadvantages prevalent in rural areas. Nevertheless, due to lower cognitive abilities, rural residents often face challenges in trusting and making effective use of online medical consultations. More likely, adopting a bounded rational decision-making model that facilitates the "offline-to-online" trust transfer could prove to be a potentially effective approach. This strategy aims to encourage less technologically experienced rural residents to trust and make use of online medical consultations.

OBJECTIVE

This study aims to characterize the status of "offline-to-online" trust transfer among rural residents in the context of internet health care, and analyze its direct impact on facilitating the utilization of online medical consultation. Additionally, we investigate the family spillover effect of "offline-to-online" trust transfer in promoting the use of online medical consultation among rural family members, considering its distributional effect across various education levels of the population.

METHODS

A multistage stratified random sampling method was used to survey participants in rural areas of China from July to September 2021, encompassing a total of 2597 rural residents from 960 rural households. Propensity score values were estimated using logit regression, and the propensity score matching method, using the K-nearest neighbor matching, radius matching, and kernel matching methods, was applied to create matched treatment and control samples of rural residents based on their experience of "offline-to-online" trust transfer. Subsequently, we calculated average treatment effect scores to compare the differences in utilizing online medical consultation between the treatment and control rural samples.

RESULTS

As many as 551/960 (57.4%) rural residents experienced an "offline-to-online" trust transfer, with a higher likelihood observed in the older population with lower levels of education and higher satisfaction with local health care services. Furthermore, rural residents who underwent "offline-to-online" trust transfer were 37%-40% more likely to utilize online medical consultation compared with those who did not experience this trust transfer. Additionally, family members of householders who underwent "offline-to-online" trust transfer were 25%-28% more likely to utilize online medical consultation than those whose householders did not experience this trust transfer. Notably, when compared with populations with high-level education, the "offline-to-online" trust transfer had more significant direct and spillover effects on the utilization of online medical consultation services among rural residents with low-level education.

CONCLUSIONS

To enhance the "offline-to-online" trust transfer among rural residents and its facilitation in their utilization of online medical consultation, as well as other mobile health (mHealth) and ubiquitous health (uHealth) services, we recommend that online health care providers adopt a "patient-oriented" service model. This approach aims to elevate rural residents' satisfaction with local health care services and harness the trust-building functions inherent in physician-patient relationships and among family members.

Developing a Quality Evaluation Index System for E-Consultation Doctor-Patient Communication Using the Delphi Method

Background

E-consultation medical services have become popular globally, which offers patients more options, regardless of time or location. However, research indicates a prevalent issue with the communication quality in e-consultations, leading to sub-optimal patient experiences.

Objective

This study aims to design an evaluation system for e-consultation quality. The developed scale guides operators in improving services and users in assessing their experience. It aids in selecting e-consultation services, saving costs, and assisting doctors in making informed decisions.

Methods

This study combines existing scales, literature analysis, and expert consultation to form preliminary evaluation indicators. Fourteen experts were invited using stratified purposive sampling. Two rounds of Delphi method were conducted to exclude indicators that did not meet basic conditions. The final evaluation system was determined through expert discussions and revisions. The Analytic Hierarchy Process (AHP) quantified indicator weights.

Results

Both rounds of the questionnaire saw compelling response rates of 100% (14 out of 14) and 92.86% (13 out of 14), respectively. Meanwhile, the Expert Authority Coefficient (Cr) was recorded at 0.89 and 0.88, respectively, while the Kendall Consistency Coefficient (Kendall W) for all level indicators fluctuated between 0.133 and 0.37 (P<0.05). The ultimate indicator system formulated includes three primary indicators, ten secondary indicators, and thirty-two tertiary indicators. The highest to lowest weighted first-level indicators were 'Joint Decision-Making between Doctors and Patients' (0.6232), 'Patient Responsiveness' (0.2395), and "Interpersonal Relationship between Doctors and Patients" (0.1373). Weights for the second-level and third-level indicators were also determined.

Conclusion

A scientific scale for e-consultation quality evaluation has been created, which effectively captures the essence of online medical communication and patient experiences. It enriches the theoretical framework for evaluating e-consultation quality, broadens perspectives in Internet medicine, provides practical guidance for network medical service managers and users and the development of the "Internet + medical health" service model.

The Roles of Trust and Its Antecedent Variables in Healthcare Consumers' Acceptance of Online Medical Consultation during the COVID-19 Pandemic in China

Online medical consultation (OMC) is generating considerable interest among researchers and practitioners due to the mandatory quarantine measures implemented during the COVID-19 pandemic in China. However, the acceptance rate of OMC has declined over time. This paper aims to empirically investigate OMC acceptance using a proposed research model by integrating the technology acceptance model (TAM) with trust and its antecedent variables. A quantitative self-administered cross-sectional survey was conducted to collect data from 260 healthcare consumers. A partial least squares structural equation modeling method was used to examine the data. Results revealed that healthcare consumers' behavioral intention was influenced by attitudes, while perceived usefulness and trust significantly influenced behavioral intention through attitude as a mediator. In addition, perceived risk, perceived privacy protection, network externalities, cognitive reputation, and interactivity directly influenced trust. Overall, the research model explained 50% of the variance in attitude and 71% of the variance in behavioral intention. The study's findings should provide useful insights into making effective design, development, and implementation decisions for OMC services.

Uptake of an app-based case management service for HIV-positive men who have sex with men in China: a process evaluation study (Preprint)

BACKGROUND

Men who have sex with men (MSM) in China are disproportionately affected by the HIV epidemic, and medication adherence to antiretroviral treatment in this vulnerable population is suboptimal. To address this issue, we developed an app-based case management service with multiple components, informed by the Information Motivation Behavioral skills model.

OBJECTIVE

We aimed to conduct a process evaluation for the implementation of an innovative app-based intervention guided by the Linnan and Steckler framework.

METHODS

Process evaluation was performed alongside a randomized controlled trial in the largest HIV clinic in Guangzhou, China. Eligible participants were HIV-positive MSM aged ≥18 years planning to initiate treatment on the day of recruitment. The app-based intervention had 4 components: web-based communication with case managers, educational articles, supportive service information (eg, information on mental health care and rehabilitation service), and hospital visit reminders. Process evaluation indicators of the intervention include dose delivered, dose received, fidelity, and satisfaction. The behavioral outcome was adherence to antiretroviral treatment at month 1, and Information Motivation Behavioral skills model scores were the intermediate outcome. Logistic and linear regression was used to investigate the association between intervention uptake and outcomes, controlling for potential confounders.

RESULTS

A total of 344 MSM were recruited from March 19, 2019, to January 13, 2020, and 172 were randomized to the intervention group. At month 1 follow-up, there was no significant difference in the proportion of adherent participants between the intervention and control groups (66/144, 45.8% vs 57/134, 42.5%; P=.28). In the intervention group, 120 participants engaged in web-based communication with case managers and 158 accessed at least 1 of the delivered articles. The primary concern captured in the web-based conversation was the side effects of the medication (114/374, 30.5%), which was also one of the most popular educational articles topics. The majority (124/144, 86.1%) of participants that completed the month 1 survey rated the intervention as "very helpful" or "helpful." The number of educational articles accessed was associated with adequate adherence in the intervention group (odds ratio 1.08, 95% CI 1.02-1.15; P=.009). The intervention also improved the motivation score after adjusting for baseline values (β=2.34, 95% CI 0.77-3.91; P=.004). However, the number of web-based conversations, regardless of conversation features, was associated with lower motivation scores in the intervention group.

CONCLUSIONS

The intervention was well-received. Delivering educational resources of interest may enhance medication adherence. The uptake of the web-based communication component could serve as an indicator of real-life difficulties and could be used by case managers to identify potential inadequate adherence.

TRIAL REGISTRATION

Clinicaltrial.gov NCT03860116; https://clinicaltrials.gov/ct2/show/NCT03860116.

INTERNATIONAL REGISTERED REPORT IDENTIFIER (IRRID)

RR2-10.1186/s12889-020-8171-5.

Patients' Self-Disclosure Positively Influences the Establishment of Patients' Trust in Physicians: An Empirical Study of Computer-Mediated Communication in an Online Health Community

With the development of telemedicine and e-health, usage of online health communities has grown, with such communities now representing convenient sources of information for patients who have geographical and temporal constraints regarding visiting physical health-care institutions. Many previous studies have examined patient-provider communication and health-care service delivery in online health communities; however, there is a dearth of research exploring the relationship between patients' level of self-disclosure and the establishment of patients' trust in physicians. Consequently, this study aims to explore how patients' self-disclosure affects the establishment of patients' trust in physicians. "Good Doctor," which is a China-based online health community, was used as a data source, and a computer program was developed to download data for patient-physician communication on this community. Then, data for communications between 1,537 physicians and 63,141 patients were obtained. Ultimately, an empirical model was built to test our hypotheses. The results showed that patients' self-disclosure positively influences their establishment of trust in physicians. Further, physicians' provision of social support to patients showed a complete mediating effect on the relationship between patients' self-disclosure and patients' establishment of trust in physicians. Finally, evidence of "hope-for-help" motivation in patients' messages weakened the effect of patients' self-disclosure when physicians' social support was text-based, but strengthened it when physicians' social support was voice-based.