The Impact of Perceived Risk on Online Medical Users’ Privacy Protection Behavior

The development of online medical service has profoundly transformed the way individuals access medical information. However, the consultation process introduces a potential risk of information leakage. This study adopts a user-centric perspective, examining the impact of perceived risk on users’ privacy protection behavior. Based on the Grounded Theory, this paper uses the semi-structured interview method for data collection, constructs a theoretical framework, and formulates research hypotheses. These hypotheses are subsequently tested using questionnaire data to analyze the mechanism through which perceived risk shapes users’ privacy protection behavior. The findings indicate that perceived risk is a cognitive factor significantly influencing users’ privacy protection behavior. Moreover, the type of platform plays a moderating role in the relationship between perceived risk and privacy protection behavior.This study is a further exploration of the research on user information behavior within the online medical domain. It not only provides theoretical guidance but also supports the rational development of online doctor-patient communication platform services.