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8369移动医疗APP能够有效地促进顾客积极参与健康管理活动，但顾客对移动医疗APP的粘性低，使用频率低。如何利用移动医疗APP对顾客的健康状况进行管理，同时促进人们对APP的粘性十分重要，然而现有研究并没有进行深入探讨。本文基于控制点理论，探讨了移动医疗APP中顾客线下价值共创活动的前因因素和影响结果，同时指出如何促进顾客有效地进行线下价值共创活动。通过195份来自移动医疗APP用户的数据，本文对提出的假设进行验证。结果发现：APP上的人际互动和APP平台互动利于顾客线下价值共创活动的实现，进而促进顾客对APP使用的行为意愿。同时，移动医疗APP上顾客互动（人际互动和平台互动）对线下价值共创活动的影响会依赖于顾客医疗知识和感知疾病威胁。
移动医疗APP如何有效促进线下健康管理活动？
摘要
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引用本文
王永贵, 赵宏文, 马双. 移动医疗APP如何有效促进线下健康管理活动？[J]. 外国经济与管理, 2018, 40(2): 138-152.
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