Objective:

To explore the association of social influence and perceived value with usage intention of 'Internet + Medical Health' services and examine regional moderation.

Approach:

• Study Design: An empirical study was conducted using questionnaire surveys based on the Technology Acceptance Model (TAM).
• Data Analysis: Data were analyzed using structural equation modeling with AMOS software.

Key Findings:

• Patients' perceived value (β = 0.337, P < 0.05) and perceived usefulness (β = 0.303, P < 0.05) are positively associated with usage intention.
• Perceived value (β = 0.442, P < 0.05) and perceived ease of use (β = 0.382, P < 0.05) are positively associated with perceived usefulness.
• Social influence (β = 0.307, P < 0.05) is positively associated with perceived value.
• Perceived value partially mediates the relationship between social influence and usage intention.
• Region moderates the association between social influence and perceived value.

Interpretation:

Social influence, perceived value, perceived ease of use, and perceived usefulness are key factors influencing patients' intention to use 'Internet + Medical Health' services.

Limitations:

• The study may not account for all potential moderating variables.
• Findings are based on a specific regional context, which may limit generalizability.

Conclusion:

To enhance the integration of 'Internet + Medical Health' services, it is essential to focus on technological ease of use, social communication, and value cognition.