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〔摘要〕[目的/意義]探究影响在线健康社区用户诊疗信息求助行为的外部因素、个体动机与形成路径，为在线健康社区生态圈的平衡和可持续发展提供参考建议。[方法/过程]以信息生态理论为分析视角，从信息、信息人、信息技术和信息环境4个维度提炼出影响因素和个体动机，并选择技术接受模型为研究框架提出研究假设，进而构建形成路径的理论模型。选取“好大夫在线”、“寻医问药网”、“39健康网”等在线健康社区为实证研究数据来源，采用“情境实验 调查问卷”的研究方法获取437份有效样本数据，利用SmartPLS20检验理论模型。[结果/结论]求助自我效能负向影响感知有用性，健康信息素养、求助经验、感知易用性、信息准确性、相关性、及时性正向影响感知有用性，求助自我效能和健康信息素养正向影响感知易用性。按照显著程度，直接影响求助意愿因素依次为求助经验、社会容认度、感知隐私风险、感知易用性、感知有用性、平台信任。
〔关键词〕在线健康社区；诊疗信息；求助意愿；信息生态
DOI：10.3969/j.issn.1008-0821.2018.11.004
〔中图分类号〕G203〔文献标识码〕A〔文章编号〕1008-0821（2018）11-0018-07
Users Medical Information Help-seeking Behavior in Online Health Community
——External Factors，Individual Motivation and Formation PathZhang Min1Liu Xuerui1Zhang Yan2*
（1.School of Information Management，Wuhan University，Wuhan 430072，China；
2.School of Public Policy and Management，University of Chinese Academy of Sciences，Beijing 100049，China）
〔Abstract〕[Purpose/significance]This paper explored the external factors，individual motivations and formation path that affected the users medical information help-seeking behavior in online health communities，so as to provide suggestions for the balance and sustainable development of online health community.[Method/Process]From the perspective of information ecology，influencing factors and individual motivations were extracted by integrating information factors，user factors，technology factors and environment factors.Based on the technology acceptance model（TAM），this paper proposed research hypotheses and theoretical model.Online health communities，such as“good doctor online”，“seek medical advice network”and“39 health net”，were selected as research samples.437 valid samples were obtained by the Situational Experiment
〔关键词〕在线健康社区；诊疗信息；求助意愿；信息生态
DOI：10.3969/j.issn.1008-0821.2018.11.004
〔中图分类号〕G203〔文献标识码〕A〔文章编号〕1008-0821（2018）11-0018-07
Users Medical Information Help-seeking Behavior in Online Health Community
——External Factors，Individual Motivation and Formation PathZhang Min1Liu Xuerui1Zhang Yan2*
（1.School of Information Management，Wuhan University，Wuhan 430072，China；
2.School of Public Policy and Management，University of Chinese Academy of Sciences，Beijing 100049，China）
〔Abstract〕[Purpose/significance]This paper explored the external factors，individual motivations and formation path that affected the users medical information help-seeking behavior in online health communities，so as to provide suggestions for the balance and sustainable development of online health community.[Method/Process]From the perspective of information ecology，influencing factors and individual motivations were extracted by integrating information factors，user factors，technology factors and environment factors.Based on the technology acceptance model（TAM），this paper proposed research hypotheses and theoretical model.Online health communities，such as“good doctor online”，“seek medical advice network”and“39 health net”，were selected as research samples.437 valid samples were obtained by the Situational Experiment