Abstract:

Objective To explore the preferences and needs of colorectal cancer patients for “Internet+ TCM nursing services”，aiming to provide a basis for the improvement of service quality and the formulation of relevant policies，so as to better meet the needs of patients. Methods A total of 189 patients with colorectal cancer who were admitted to a tertiary A Chinese Medicine hospital in Qingdao from September 2023 to July 2024 were selected as the research subjects. A general data questionnaire and Questionnaire on “Internet+ Traditional Chinese Medicine Nursing Service” Preference of Colorectal Cancer Patients were used with 6 attributes，including average out-of-pocket cost，nurse qualification，service waiting time，service mode，comprehensiveness of service content，and platform service evaluation，each attribute with 2 to 3 levels. The preference，payment intention of “Internet+ TCM nursing services” were analyzed by constructing a mixed Logit model，and the influencing factors of choice preference of different colorectal cancer patients was explored through subgroup analysis. Results Totally 189 questionnaires were sent out，and 156 valid questionnaires were collected，with an effective recovery rate of 82.54%. Among the respondents，112 patients（71.79%） actively accepted “Internet+ TCM nursing services”，and the attributes of “Internet+ TCM nursing services” such as payment fee，service evaluation，service content and nurse qualification had an impact on nursing service preference of colorectal cancer patients（P<0.05）. Based on willingness to pay，the ranking of attributes was service evaluation，service content and nurse qualification. Factors such as education level and the presence of ostomy also affected the preference of“Internet+ TCM nursing services” in patients with colorectal cancer（P<0.05）. Conclusion Patients with colorectal cancer prefer “Internet+ TCM nursing services”，which has an average service cost of 50 yuan per time，excellent platform service evaluation，comprehensive service content，specialized TCM nurses. The preferences and specific characteristics of patients with colorectal cancer can be considered to optimize the allocation of nursing resources and provide services in line with their preferences.

Key words: Internet+, Colorectal Cancer, Traditional Chinese Medicine Nursing, Discrete Choice Experiment

摘要： 目的 探究结直肠癌患者对“互联网+中医护理服务”的选择偏好及需求，为服务质量的提升和相关政策的制定提供依据，以更好地满足患者需求。方法 应用便利抽样法，选取2023年9月—2024年7月就诊于青岛市某三级甲等中医院的189例结直肠癌患者作为调查对象，使用一般资料调查表、结直肠癌患者“互联网+中医护理服务”选择偏好问卷进行调查。该问卷包括次均支付费用、护士资质、服务等待时长、服务方式、服务内容全面性、平台服务评价6个属性，各属性下设2~3个水平。通过构建混合Logit模型进行“互联网+中医护理服务”选择偏好、支付意愿分析，通过亚组分析探究不同结直肠癌患者选择偏好的影响因素。结果 发放问卷189份，回收有效问卷156份，有效问卷回收率为82.54%。112例（71.79%）患者对“互联网+中医护理服务”的接受程度为积极，次均支付费用、平台服务评价、服务内容全面性、护士资质等属性均对结直肠癌患者“互联网+中医护理服务”选择偏好有影响（P<0.05）。影响支付意愿的属性排序为平台服务评价、服务内容全面性、护士资质；文化程度、有无造口均影响结直肠癌患者的“互联网+中医护理服务”选择偏好（P<0.05）。结论 结直肠癌患者选择“互联网+中医护理服务”时偏好次均50元支付费用、平台服务评价优秀、服务内容非常全面、中医专科护士。可参考结直肠癌患者的偏好和具体特征，优化护理资源配置，为其提供符合偏好的“互联网+中医护理服务”。

关键词: 互联网+, 结直肠癌, 中医护理学, 离散选择实验