Promoting new users’ online health consultation services usage behavior strategically

Annie Chen, Wei-Min Chu, Norman Peng*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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Online consultation services have the potential to reduce the workload of healthcare staff, provide timely care to patients, and improve doctor-patient relationships. The COVID-19 pandemic has accelerated the development of these services and platforms, but it remains to be seen whether the general public will continue to use them after the pandemic is under control. This research proposes a framework to examine the factors contributing to UK adults' continued usage of online healthcare consultation services after COVID-19 restrictions have been lifted. A total of 430 new users completed surveys, and the results indicate that expectation confirmation, system quality, and information quality can positively impact users' self-efficacy toward using online consultation services. This, in turn, can influence their continued usage behavior. Furthermore, the results suggest that participants' perception of health risks can moderate the relationship between self-efficacy and continued usage behavior. The strategic implications of these findings are discussed.
Original languageEnglish
JournalHealth Marketing Quarterly
Early online date18 Apr 2024
Publication statusE-pub ahead of print - 18 Apr 2024


  • online health consultation services
  • perceived health risk
  • protection motivation theory
  • self-efficacy
  • self-regulation theory
  • usage behavior
  • Online health consultantion services

ASJC Scopus subject areas

  • Marketing
  • General Health Professions


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