"Determinants of WeChat Official Account Adoption as Digital Healthcare Platform among Users in Teaching Hospital"

"Purpose-This study aims to explore the factors influencing patients' adoption of the WeChat Official Account as digital healthcare platform in the context of a hospital in Guilin, China. Given the transformative role of social media technology in the modern Internet era, understanding these factors is crucial for optimizing digital health communication strategies and enhancing hospital branding.Design\/Methodology\/Approach-To achieve this objective, the study employed correlational study applying multiple regression analysis. The analysis focused on key variables such as trust in healthcare providers, perceived brand value, perceived usefulness, perceived ease of use, and interaction with other users.Findings-The results revealed that trust in healthcare providers, perceived brand value, perceived usefulness, and perceived ease of use are significant factors influencing users' adoption of the WeChat Official Account as a digital health communication platform. However, interaction with other users was found to be an insignificant determinant.Research Limitations\/Implications-While the study offers meaningful insights, it is limited to a single hospital in Guilin, China, and may not be generalizable to other regions or healthcare settings. Future research could expand the scope to include multiple hospitals or different digital platforms. The findings, however, highlight the importance of building trust, enhancing brand value, and improving user experience in digital health platform, which can guide the development of more effective strategies.Social Implications-The study underscores the potential of WeChat Official Account as digital media platform in transforming health communication by identifying key factors that drive the adoption of digital health platform."