THE STUDY ON FACTORS INFLUENCING THE TRANSFER OF PATIENTS' OFFLINE TRUST TO ONLINE TRUST

In the medical field, doctor-patient trust is the foundation of the doctor-patient relationship. This paper uses the trust transfer theory as a framework, integrates the social support theory, and constructs a model of influencing factors from offline trust to online trust. We designed the questionnaire based on the previously established scale and collected the data. The results indicate that patients' offline trust significantly positively influences their online trust, that perceived doctor-patient interaction mediates the relationship between offline and online trust, that perceived platform quality mediates the relationship between offline and online trust, and that patients' trust tendency positively influences the relationship between perceived doctor-patient interaction, perceived platform quality, and online trust. We propose targeted management countermeasures to improve the quality of doctors' medical services, continuously optimize the platform quality of online medical platforms, and build a division of labor and cooperation mechanism for online medical platforms.