Effects of Medical O2O Platform Quality Components on Continuous Use Intention to Information Distribution

Purpose: The digital healthcare business is rapidly growing due to the COVID-19 pandemic, and the medical service platform business based on smartphone apps is globally expanding. This study targeted medical information online to offline (O2O) platform users in the medical service field. It verified the effect relationship revealed in the continuous use intention of the platform with the mediation of platform quality components, namely perceived benefits, flow experience, and use satisfaction. Research design, data and methodology: Based on previous studies, three medical information O2O platform quality components, namely system quality, information quality, and service quality, were defined. And the questionnaire survey was carried out targeting 359 leading medical information O2O platform users in Korea. Results: As a result of the analysis, it was confirmed that system quality and service quality had a positive (+) effect on satisfaction and continuous use intention with the mediation of perceived benefits and flow experience. Meanwhile, information quality had a negative effect (-) on perceived benefits and flow experience and did not affect use satisfaction and continuous use intention. Conclusions: Consequently, it was ascertained that the system quality and service quality affecting user behavior and experience were more significant factors than information quality to medical information O2O platform users from the medical service aspect.