Research on the Influencing Factors of Intermittent Discontinuation Behavior of Older Adults in Online Health Communities
摘要
Purpose – As a negative behavior, users’ intermittent discontinuation will affect the retention of online health communities and their ability to gain a sustainable competitive advantage. Exploring the key factors of the intermittent discontinuation behavior of older adults in online health communities and the interaction mechanisms among these factors is crucial for optimizing health information services and winning back users. Design/methodology/approach–Based on the Push-Pull-Mooring framework and the Stressor-Strain- Outcomes Model, this study employs structural equation modeling to test the main and mediating effects among variables. The model is validated using survey data collected from 311 online health community users. Findings- The results indicate that push and pull factors significantly and positively affect OHC-fatigue and intermittent discontinuous behavior, with OHC-fatigue acting as a full mediator. Mooring factors significantly and positively impact switching fatigue, which in turn negatively influences intermittent discontinuation behavior. Originality/value– This study enriches the theoretical foundation of the intermittent discontinuation behavior of older adults in the context of online health communities. It also provides new insights for service providers of online health communities to optimize services and retain users.