移动医疗服务失败的用户反应研究——服务失败类型的调节作用

Exploring Users’ Responses to mHealth Service Failure—The Moderating Role of Service Failure Type

摘要: 移动医疗(mHealth)是应对公共卫生资源分配不均和效率低下等挑战的有效工具，然而最近研究显示，即使在新冠疫情暴发后，移动医疗应用的用户数量大幅上升，用户往往在短期或长期内停止使用这些应用程序。为了探索该问题的成因，本文将移动医疗的研究领域拓展到服务失败角度，研究服务失败的严重性与用户行为期望减少之间的关系。此外，本文还基于移动医疗服务失败的情境，将移动医疗服务失败划分为界面设计问题、沟通响应问题、支付问题和信息安全问题，并研究服务失败类型在服务失败严重性和用户行为期望减少之间的调节作用。本文设计了在线情境实验来分析验证提出的模型和假设，结果显示：服务失败严重性正向显著影响行为期望减少；服务失败类型在两者的关系中起到调节作用，与支付问题相比，用户在遇到沟通响应问题和信息安全问题时，服务失败严重性会引起更大程度的行为期望的减少。本文提出了移动医疗服务失败的类型及其调节作用，为服务商提供了解决服务失败问题的优先级，在一定程度上有利于抑制用户行为期望的减少。

Abstract: Mobile health (mHealth) is an effective tool for addressing challenges, such as inequitable and inefficient distribution of public health resources, yet recent research shows that even after a significant increase in the number of users of mHealth apps during the COVID-19 pandemic, users often stop using these apps in the short or long term. To explore the causes of this problem, this paper extends the mHealth research domain to a service failure perspective, examining the relationship between the severity of service failure and the reduction in behavioral expectation. In addition, this paper classifies mHealth service failure into interface design problems, communication response problems, payment problems, and information security problems, based on mHealth service failure contexts, and investigates the moderating role of service failure types between service failure severity and behavior expectation reduction. This paper designs online scenario experiments to analyze and verify the proposed model and hypotheses. The results show that: service failure severity positively and significantly affects behavioral expectation reduction; service failure type plays a moderating role in the relationship between the above construct, and service failure severity causes a greater degree of behavioral expectation reduction when users encounter communication response problems and information security problems compared to payment problems. This paper presents the types of mHealth service failure and their moderating roles, which provide service providers with priorities for solving service failure problems, and to a certain extent help to inhibit the reduction of users’ behavioral expectation.