Abstract:Objective：To explore the service mechanism and optimization path of Internet hospital by analyzing the demand heterogeneity of Internet hospital among different populations. Methods：Using UTAUT theory as the framework，the identification mechanism，building block mechanism and internal model mechanism of Internet hospital were optimized through data analysis. Results：Through univariate analysis，it is found that “education level”，“occupation”，“long-term residence”，“internet time in one day”，“monthly income” have statistical differences in the use of Internet hospital. Through multiple linear regression analysis，it was found that“internet time in one day”，“perceived usefulness”，“social influence”，“individual innovation” and “perceived controllability” were the main factors influencing patients’ use of Internet hospitals. Conclusion：The service model can be further optimized by modifying the reception time，increasing publicity，extending the service content，and improving the operability of the platform.