Sustainable Healthcare in China: Analysis of User Satisfaction, Reuse Intention, and Electronic Word-of-Mouth for Online Health Service Platforms

Abstract

Online health service (OHS) platforms can provide sustainable healthcare services in China where healthcare demand continues to grow along with the scarcity of healthcare resources. This study investigated the levels of satisfaction of Chinese consumers’ experiences with OHS platforms and their reuse and electronic word-of-mouth (e-WOM) recommendation intentions. This study provides data for educating consumers on OHS platforms and for guiding strategic business planning for the OHS market. The theoretical model applied was the theory of planned behavior, augmented by integrating factors such as perceived service quality and subjective knowledge into its framework. Data were collected in April 2024 through an online survey of Chinese consumers who had used OHS platforms in the past year. The data were assessed using structural equation modeling and multiple group analysis. The findings indicate that various factors, including attitudes, perceived interaction quality, behavioral control, perceived system quality, perceived information quality, and subjective knowledge concerning OHS platforms, are significant enhancers of user satisfaction and reuse and e-WOM intentions. Health consciousness is a moderating variable in the dynamics between consumer satisfaction and their propensity to engage in e-WOM. Strategies targeting factors that influence satisfaction require development.