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[目的/意义]探索在电子医疗情境下用户构建初始信任的关键动因,从信任的信息来源视角比较电子医疗情境与电子商务情境下用户建立初始信任的路径差异,为互联网医疗服务提供商优化平台建设、提升用户满意度提供借鉴和参考。[方法/过程]采用问卷调查法收集数据,利用偏最小二乘结构方程模型方法验证假设和概念模型。[结果/结论]研究发现,与网下信任来源有关的医院信誉、朋友推荐和个人健康状况对形成初始信任具有显著影响,而与网上信任来源有关的如来自第三方认证的结构保证和服务提供商声誉则没有通过假设检验,与E-commerce情境下初始信任形成路径不同的是电子医疗用户不能单纯凭借网上信息做出是否可信的判断。
[Purpose / Significance] To explore the key motivation for users to build initial trust in the context of e-health and to compare the path differences between e-medical contexts and e-commerce users in establishing initial trust from the perspective of trusted sources of information. It is an optimization platform for Internet healthcare providers Construction, enhance customer satisfaction provide reference and reference. [Methods / Procedures] Data were collected using a questionnaire survey, and hypothesis and conceptual models were validated using partial least square structural equation modeling. [Results / Conclusions] The study found that hospital reputation, friend recommendations, and personal health status associated with offline trust sources have a significant impact on the formation of initial trust, whereas structural trust and service delivery from third party certifications related to online sources of trust Business reputation did not pass the hypothesis test, and E-commerce situation under the initial formation of trust is different from the electronic medical users can not simply rely on online information to make credible judgments.