Abstract
Background: The outbreak of the COVID-19 pandemic has highlighted the importance of online health consultations, as they can help reduce the risk of contagion and infection. However, due to limited trust, these services have not yet gained widespread adoption and usage among patients. Objective: This research aims to examine the impact of perceived quality on patients' adoption and usage of online health consultations from three perspectives: emotional support, responsiveness, and service continuity. Additionally, this research further explores the moderating effects of online service prices on these relationships. Methods: Based on trust theory, this research constructs theoretical models and empirically tests them by using a panel dataset that comprises 1255 physicians and 65,314 physician-patient communication records. Results: The empirical results confirm that emotional support, responsiveness, and service continuity positively influence patients' adoption and usage behaviors. Additionally, higher online service prices negatively moderate the impact of emotional support and responsiveness on adoption behavior. Moreover, increased online service prices weaken the positive relationship between emotional support and usage behavior while strengthening the positive relationship between service continuity and usage behavior. Conclusions: This research extends the existing literature on online health services and provides practical guidance for platform managers, physicians, and policymakers to improve overall service acceptance.