중국 온라인 의료 플랫폼 핵심 혁신과 부대 혁신을 통해 사용 의도를 높이기 위한 전략적 대응 방안 모색 - IPA 분석을 중심으로 -

Abstract

With the rapid advancement of internet information technology in China, the number of users utilizing internet-based medical platforms has been growing rapidly. As a result, competition within the online healthcare platform market has intensified, drawing the attention of researchers across various fields. However, despite its growth, the online healthcare platform faces several challenges, including data security, personal information protection, delayed information updates, lack of expertise, and shortages of medical professionals, all of which can negatively impact user experiences. Continuous technological development and system improvement are therefore essential. This study applies innovation theory to the context of online healthcare platforms to analyze how core innovations (service innovation, price innovation, promotion innovation) and peripheral innovations (partner innovation) influence users' usage intentions. An Importance-Performance Analysis (IPA) was conducted to compare the importance and satisfaction levels associated with these innovations. The results identified tangibility, accessibility, empathy, expertise, responsiveness, assurance, core medical services, price innovation, and promotion innovation as significant factors influencing usage intention, with tangibility and accessibility showing the strongest explanatory power. In particular, accessibility emerged as a high-importance but low-satisfaction area requiring prioritized improvement, while tangibility was classified as high-importance and high-satisfaction, suggesting the need for continuous maintenance. Additionally, empathy and expertise were found to be potential contributors to service trust and emotional satisfaction, requiring mid- to long-term quality management, whereas peripheral innovations like partner innovation were deemed suitable for gradual improvement strategies due to their relatively low importance and satisfaction levels. This study emphasizes the need for differentiated management strategies for core and peripheral innovations to enhance usage intentions on online healthcare platforms, and it proposes an integrated approach that addresses both technological accessibility and emotional satisfaction through user-centered design and innovative service development.