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中文摘要：
基于效价理论和已有文献对主观规范、习惯及组织声誉的研究,提出一个考虑两种不同环境下影响青年群体从传统就医渠道向移动医疗使用转移的研究模型。通过204名青年样本和PLS结构方程模型的实证表明：青年用户的移动医疗感知风险负向影响其使用转移意愿,而感知移动性、感知医院声誉及用户主观规范均对此产生正向影响,但青年用户线下就医习惯的负向影响不显著;在使用转移决策过程中,青年用户的性别和移动应用使用经验显著调节感知移动性和主观规范对使用转移意愿的影响。
英文摘要：
Drawing on the value theory and specific research related to subjective norm, habit, and organizational reputation, a new research model is proposed. By using survey data collected from 204 young people, the empirical results from PLS based structural equation model indicate that Youth groups＇ physiological and privacy risk perceptions of m-Health have negative influence on their usage transfer intention, while perceived mobility, perceived hospital reputation and subjective norm have a positive impact; during the process of transfer usage decision-making, young users＇ gender and mobile applications usage experience moderate the relationships between perceived mobility, subjective norm and behavior intention.
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