Abstract

With the rapid development of Internet, more and more people got medical information through Medical and Health Website. However, Medical and Health Website is still in infancy, its social influence is not significant, and this new Internet technology has not been widely accepted in our country. Most scholars mainly concentrate on technology and management institution when researching the Medical and Health Website. In order to study user’s behavioral intention and use behavior on Medical and Health website, a theoretical model is built based on Unified Theory of Acceptance and Use of Technology (UTAUT) with the consumer perceived risk theory and perceived cost. The questionnaire is designed according to the theory model. Then, the data is analyzed by descriptive statistics, reliability and validity and multiple linear regression. The results indicate that people’s use behavior is positive influenced by behavioral intention and effort expectancy. On the contrary, perceived cost has negative influence on use behavior. Perceived risk has negative influence on behavioral intention. Gender and experience have moderating effects on behavioral intention. However, it is not verified that social influence has positive influence on behavioral intention. At last, this paper provides some countermeasures and suggestions to promote the development of Medical and Health website.

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