Factors influencing patients switching back to physical channels for health consultations

Information technology is now widely used, making it easier for patients to consult doctors via digital platforms. However, some users are abandoning these platforms to return to traditional physical health consultations. This phenomenon has been understudied. This study addresses this gap by applying the push-pull-mooring (PPM) model to analyze users' intentions to switch from digital to physical channels for common health consultations.

422 respondents were recruited. Partial least squares-structural equation modeling was used to do data analysis.

The results reveal that push factors (system, information, financial barriers, privacy concerns, low trust) (β=0.501, p < 0.001) and pull factors (commitment, familiarity) (β=0.331, p < 0.001) positively influence switching intentions. Conversely, mooring factors (inconvenience) negatively impact decisions to leave digital platforms (β=-0.489, p < 0.001) and moderate the relationship between push/pull factors and switching intentions.

This study offers a novel systematic analysis of patients' digital-to-physical switching intentions for health consultations based on the PPM model. It enriches the literature by providing an integrated theoretical framework for understanding this reverse switching behavior.

These insights provide clear guidance for online health platforms, physical institutions and policymakers to optimize services and promote online-offline healthcare integration, helping improve digital health user retention and overall healthcare system efficiency.