江苏省医院协会医院管理创新研究重点课题（JSYGY-2-2020-695）；江苏省医院协会医院管理创新研究重点课题（JSYGY-2-2019-150）；江苏省妇幼保健协会科研项目（FYX201915）；江苏省研究生科研与实践创新计划和研究生教育教学改革课题（KYCX22_1769）；2021年江苏省研究生培养创新工程研究生科研与实践创新计划（SJCX21_0630）
目的：分析不同人群互联网医院需求异质性，探索互联网医院的服务机制及优化路径。方法：以UTAUT理论为框架，通过数据分析对互联网医院的标识机制、积木块机制及所形成的内部模型机制进行优化。结果：通过单因素分析发现，“受教育程度”“职业”“长期居住地”“一天内上网时间”“月收入”对互联网医院的使用情况有统计学差异；通过多元线性回归分析发现，“一天内上网时间”“感知有用性”“社会影响”“个体创新性”“感知可控性”是影响患者互联网医院使用意愿的主要因素。结论：可通过修改接诊时间、加大宣传力度、延伸服务内容、提高平台可操作性四个方面进一步优化服务模式。
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.