Factors Associated with Willingness to Use Online Medical Consultations Among Survey Participants in China: Insights from the UTAUT Model

Background: Online medical consultation services may improve access to healthcare, particularly for patients with chronic diseases. This study aimed to identify factors associated with participants’ willingness to use online medical consultation services based on the Unified Theory of Acceptance and Use of Technology (UTAUT). Methods: A cross-sectional study was conducted among 238 participants. Demographic and health-related characteristics were compared using Pearson’s chi-square or Fisher’s exact tests. Educational categories with very small frequencies were combined into broader groups where theoretically appropriate. Mann–Whitney U tests compared composite scores for performance expectancy, effort expectancy, social influence, facilitating conditions, and individual innovativeness. Hierarchical multivariable binary logistic regression was performed to identify factors independently associated with willingness. Model fit and discrimination were assessed using likelihood-ratio tests, pseudo-R2 statistics, and ROC-AUC. Results: Among 238 participants, 198 (83.2%) were willing to use online medical consultation services. Significant differences in willingness were observed by sex, age group, residential area, and chronic disease history. Participants willing to use online medical consultation services had higher scores for all four UTAUT constructs and individual innovativeness (all p < 0.001). In the fully adjusted model, chronic disease history, effort expectancy, and facilitating conditions remained independently associated with willingness. Performance expectancy and social influence were not significant, while individual innovativeness showed a borderline association (p = 0.055). The final model demonstrated excellent discrimination (AUC = 0.981, 95% CI: 0.967–0.995). Conclusions: Chronic disease history, effort expectancy, and facilitating conditions were key factors associated with willingness to use online medical consultation services. Improving platform usability and strengthening facilitating conditions may support participants’ willingness to use online medical consultation services.