Factors influencing loyalty to online health consultation platform: a cross-strait cultural perspective.

ABSTRACT:

Background

The geographical, cultural, and linguistic proximity between Taiwan and Mainland China has facilitated rapid growth of cross-strait interactions. Both countries have developed online health consultation platforms on the Internet for the public to access healthcare related information. This study examines factors that influence loyalty to a specific online health consultation platform (OHCP) from a cross-strait perspective.

Methods

Based on the Expectation Confirmation Theory and the combined Trust, Perceived Health Risks and Culture, we examine factors that influence loyalty to OHCPs among cross-strait users by investigating the roles of trust, perceived health risks, and culture. Data was collected through a questionnaire survey.

Results

The research model

SUBMITTER: Huang LY 

PROVIDER: S-EPMC10204682 | biostudies-literature | 2023 May

REPOSITORIES: biostudies-literature