The Impact of China's Aging Population on The Development of Internet Medical Platforms and Promotion Strategy -- Taking Jingdong Health as An Example

Abstract

According to the data, the degree of aging of the Chinese population is continuing to deepen, and the aging society is facing increasing medical demand. As an emerging industry, the Internet medical platform can effectively reduce the pressure of physical hospitals and facilitate people's lives. As a rapidly developing Internet medical platform in China, Jingdong Health has a representative development strategy. Using the UTAUT theoretical model, this article qualitatively analyzes the factors that affect the willingness of Chinese elderly people to use Internet medical platforms. Through a questionnaire survey, this paper finds that performance expectation, social influence, and convenience can improve users' intention to use. However, there are still two factors, effort expectation and perceived risk, which inhibit potential customers' use. By analyzing two types of influencing factors, this study discusses the positive effect of the enhancement of users' willingness to use on the healthy development of Jingdong, evaluates the restricting impact of negative influencing factors on the healthy development of Jingdong, and proposes countermeasures against potential risks, to provide a reference for the sustainable development of Jingdong Health and other Internet medical platforms.