An Empirical Study of User Adoption of Hospital's WeChat Official Account

Digital media, particularly social media, reshapes traditional media and makes information more accessible. Traditional outlets face challenges in the digital era, with declining demand for newspapers affecting hospitals' brand communication. In contrast, interactive social and digital media play crucial roles. This empirical study specifically investigates and explores the factors influencing the user adoption of a hospital's WeChat Official Account, utilizing survey methodology with 521 participants. Data analysis employs multiple regression analysis in SSPS 27. This study finds that determinants for Adoption are Trust in Healthcare Providers (TIHP), Perceived Brand Value by Clients (PBVC) Perceived Ease of Use (PEOU) and Perceive Usefulness (PU).