Heng Zhao

Background: Mobile health (mHealth) is considered an effective way to manage chronic disease patients’ health. However, patients often do not use or continue using mHealth services due to concerns about service quality. Patient satisfaction may influence their utilization, and this effect may be moderated by platform regulations and differences in physicians’ qualifications and regions. Objective: This study aims to enhance mHealth service utilization by examining how patient satisfaction affects both use and continuous use behaviors. It also explores the role of platform regulations (recommendation, commenting, and reward systems) and assesses differences due to physician proficiency and regional variations. Methods: Data were collected from Haodf, a leading mHealth platform in China, from October 2021 to March 2022 at 3-month intervals. Generalized additive models were used to verify nonlinear relationships between patient satisfaction and their utilization behaviors. The role of platform regulations and heterogeneity analysis regarding physician region was also examined. Results: Efficacy satisfaction positively influenced mHealth service utilization ( p < 0.01), while efficacy and attitude satisfaction positively influenced continuous use ( p < 0.01). Platform regulations altered these relationships ( p < 0.01). Comprehensive recommendations had a greater effect than patient recommendations ( p < 0.01). High-quality evaluations played a significant role ( p < 0.01), while nonmaterial rewards had no significant effect ( p ≥ 0.05). These relationships varied by physician region ( p < 0.01). Conclusions: Efficacy satisfaction drives mHealth service utilization, while efficacy and attitude satisfaction drive continuous use. Recommendation and commenting systems exhibit a positive synergistic effect, while the reward system plays a supplementary role. Professional recommendations and high-quality evaluations enhance the evaluation system's reliability, promoting service utilization. Patients in big cities are more sensitive to physicians’ proficiency and therapeutic effects. A multidimensional, transparent evaluation and feedback system should be integrated into the platform to improve service quality and increase patient utilization and loyalty.

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.

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.