An Empirical Study of User Adoption of Hospital's WeChat Official Account
Digital media, particularly social media, reshapes traditional media and makes information more accessible. Traditional outlets face challenges in the digital era, with declining demand for newspapers affecting hospitals' brand communication. In contrast, interactive social and digital media pl...
| Published in: | 14th IEEE Symposium on Computer Applications and Industrial Electronics, ISCAIE 2024 |
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| Main Author: | |
| Format: | Conference paper |
| Language: | English |
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Institute of Electrical and Electronics Engineers Inc.
2024
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85198904791&doi=10.1109%2fISCAIE61308.2024.10576466&partnerID=40&md5=0b627a16b16fc345ccfc9a5131b5fc67 |
| Summary: | Digital media, particularly social media, reshapes traditional media and makes information more accessible. Traditional outlets face challenges in the digital era, with declining demand for newspapers affecting hospitals' brand communication. In contrast, interactive social and digital media play crucial roles. This empirical study specifically investigates and explores the factors influencing the user adoption of a hospital's WeChat Official Account, utilizing survey methodology with 521 participants. Data analysis employs multiple regression analysis in SSPS 27. This study finds that determinants for Adoption are Trust in Healthcare Providers (TIHP), Perceived Brand Value by Clients (PBVC) Perceived Ease of Use (PEOU) and Perceive Usefulness (PU). © 2024 IEEE. |
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| DOI: | 10.1109/ISCAIE61308.2024.10576466 |