[Purpose/significance] The paper examined the value sought by the elderly of online medical health services, and made suggestions for online medical websites to attract elderly users. [Method/process] A means-end chain theory was adopted as the basis, and ladder method soft laddering was used to conduct in-depth interviews with the elderly who had used online medical health services. The chain concept of "attribute-consequence-value" was used to understand the elderly's value cognition structures. Content analysis was used to analyze the attributes-consequences-values for elderly users, then converted into a Hierarchical Value Map (HVM). [Result/conclusion] After analyzing the three main paths in the HVM, this paper found that the elderly used online medical and health services mainly to pursue the ultimate value of self-fulfillment, security, and sense of belonging. The online health website platforms can meet the value of the elderly by analyzing the needs of the elderly and providing effective health resources, providing targeted services and instant communication methods.
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