消费者网购药品的影响因素Study on the influencing factors of consumers' online purchase of medicines
付非;冯波;
FU Fei;FENG Bo;School of Business Administration,Jilin Medical University;School of Pharmacy,Jilin Medical University;
摘要(Abstract)：
目的探讨消费者网购药品的影响因素并为网上药店经营提供建议。方法结合感知风险理论和整合型科技接受模型进行研究,通过结构方程模型对包含382份数据的样本进行实证研究。结果绩效期望和促成因素对消费者网上药店购买意愿有正向影响,风险感知对购买意愿有负向影响。结论增加网购药品信息的普及程度、丰富药品种类、完善药品介绍、提供更精准的购药指导服务;以返利等形式激励实体药店导购员指导消费者网上药店app的使用;共享购买后评价及反馈信息,利用间接经验减少消费者感知风险等措施都会增加消费者网上购药意愿。
Objective To study the influencing factors of consumers' online purchase of drugs and provide suggestions for the online pharmacy. Methods Based on the perceived risk theory and integrated technology acceptance model,the structural equation model was used to carry out an empirical study on 382 data samples. Results Performance expectations and contributing factors have positive impacts on consumers' online purchase intention,while perception risk has negative effects on consumers' intention. Conclusion Increasing the popularity of online drug information,enriching drug types,improving drug introduction,providing more accurate guidance services to consumers,the use of rebates and other forms of incentive to encourage consumers' online purchase with the help of APP,sharing evaluation and feedback information after the purchase,and other measures to reduce consumers' perceived risk will increase their online purchase intention.
关键词(KeyWords)：
整合型科技接受模型;网上药店;风险感知;影响因素
UTAUT model;online pharmacies;risk perception;influencing factors
基金项目(Foundation): 吉林省教育厅高等教育教学改革重点课题(20160909);; 2017吉林省教育厅“十三五”社会科学研究项目(JJKH20170425SK);2017吉林省教育厅校企合作项目(20171207)
作者(Authors):
付非;冯波;
FU Fei;FENG Bo;School of Business Administration,Jilin Medical University;School of Pharmacy,Jilin Medical University;
DOI: 10.14066/j.cnki.cn21-1349/r.2018.11.012
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