Research on Influencing Factors of Satisfaction with the Use of Public Health Internet Platform: Evidence from Ding Xiang Doctor (DXY) Internet Medical Platform

With the rapid development of Internet information technology, Internet medical platforms are gradually entering daily life. Especially after the outbreak of the COVID-19 pandemic, it becomes very difficult for patients to go out for medical treatment, and the Internet medical platform plays an important role. The study of the use and influencing factors of Internet medical platforms has become a new topic. In this study, evidence from the Chinese Internet medical platform Ding Xiang Doctor(DXY) is combined with an integrated approach of hierarchical analysis and the entropy value method to construct evaluation indexes and questionnaires from four dimensions of perceived quality, perceived value, user trust, and user involvement to analyze the factors influencing users’ satisfaction with Internet medical platforms. The questionnaires were distributed online, and 556 questionnaires were distributed from June to August 2022; 520 questionnaires were collected; the questionnaires’ recovery rate was 93.53%; after excluding some invalid questionnaires, 424 questionnaires remained; the questionnaire efficiency was 81.54%; the Cronbach coefficient was 0.978; the KMO(Kaiser-Meyer-Olkin) value was 0.977; and the reliability performance was good. The study concluded that: (1) Users pay more attention to the content of perceived value, including the cost of time, economy, expense, and effort spent, and emphasize the degree of personal benefit. (2) Users are less satisfied with the information accessibility, design aesthetics, information timeliness, information comprehensiveness, and classification clarity of the DXY platform. (3) Users pay most attention to the protection of personal privacy by the platform side in the dimension of perceived value. (4) Users’ trust in the platform is relatively high, their willingness to use the platform in the future is strong, and the dimensions of online interactive discussion, willingness to pay, and paid services are highly recognized.