Influences of governance mechanisms on patients’ usage intention: A study on web-based consultation platforms

The study object is the doctor-patient online community, an online health service model with the greatest growth potential during the global COVID-19 pandemic. In the web-based medical market, patients are in a weak position, relying on web-based medical platform operators to ensure medical service quality. Following social exchange theory, this empirical study divides governance mechanisms into three-supervision, reputation, and communication-to determine their influence on online patients willingness to use web-based medical platforms. It also explores the moderating effect of perceived uncertainty on the influence of social exchange and transaction cost theory. A questionnaire survey was conducted to determine online patients’ attitudes toward medical service providers including physicians and medical websites. Hierarchical linear regression analysis showed the significant positive effect of the supervision, reputation, and communication mechanisms on online patients’ usage willingness. Perceived uncertainty of doctors’ behavior has a significant moderating effect on the relationship between the three mechanisms and online patients’ usage willingness. Website-perceived uncertainty moderates the relationship between the supervision and reputation mechanisms and online patients’ usage willingness. This study provides a reference for improving online patients’ usage willingness through the platform governance of Internet medical treatment.