【作者】 徐阳；

【导师】 李东；

【作者基本信息】 哈尔滨工业大学 ， 工商管理， 2019， 硕士

【摘要】 随着互联网购物的兴起,医药电商应运而生。相比于传统线下购药,网上购药以其价格透明、隐私性强、种类丰富等优势吸引了众多消费者。但由于药品本身的特殊性,再加上我国药品安全问题频发,消费者对网上购药的信任度很低,医药电商的发展受制于消费者感知信任问题。在网上购药过程中,如何通过信任机制问题的解决,提升消费者感知价值进而增强消费者购买意愿,成为推动医药电商发展必须要解决的问题。本文基于此背景,选取B2C医药电商平台作为研究对象,以UTAUT模型和线索利用理论为研究基础,探讨了医药电商情景下,外部线索、消费者感知与消费者网上购药意愿之间的作用机制。本文对感知信任、感知价值、UTAUT模型和线索利用理论的国内外研究情况进行了分析和梳理,并针对医药电商的特点选取参考价格和正向在线评论作为关键外部线索,提出医药电商中消费者购买意愿影响因素的研究模型与假设。为了验证研究模型,本文首先通过线上和线下问卷调查收集有效数据,其次对数据进行描述性分析、结构方程分析及回归分析,最后对模型和假设进行验证。研究结果显示外部线索对感知信任和感知价值有显著的正向影响;感知信任和感知价值显著影响消费者网上购药意愿,并在外部线索和消费者购买意愿之间起中介作用。除此之外,消费者药品质量安全意识正向调节消费者购买意愿与正向在线评论之间的关系,即消费者药品质量安全意识越高,正向在线评论对消费者购买意愿的影响就越大。最后,本文根据研究结果对医药电商平台提出了相关建议,认为可以从价格机制、评论机制、网页布局以及药品质量安全意识这四个方面入手,完善医药电商平台购药机制,从而提升消费者网上购药意愿。更多还原

【Abstract】 With the rapid development of Internet shopping,medical e-commerce is borned.Compared with traditional offline medical purchasing,online medical purchasing attracts many consumers with its incomparable advantages of transparent price,strong privacy and rich variety.However,due to the particularity of drugs and the frequent occurrence of drug safety problems in China,consumers’ trust in online medical purchasing is reduced,the development of medical e-commerce is hampered by lack of percived trust.In the process of online drug purchasing,how to solve the problem of trust mechanism,enhancing the perceived value of consumers,and thus improving the purchase intention of consumers have become an issue that must be solved to promote the development of pharmaceutical e-commerce.Based on this background and combining with UTAUT model and clue utilization theory,we select B2 C pharmaceutical e-commerce platform as the research object and explore the mechanism between external clues,consumer perception and purchase intention in the context of medical e-commerce.We analyze and sort out the domestic and foreign researches on perceived trust,perceived value,UTAUT model and clue utilization theory.According to the characteristics of pharmaceutical e-commerce,the reference price and positive online comments are taken as the key external clues.Then we put forward the model and hypothesis of influencing factors of consumer purchase intention in pharmaceutical e-commerce.To verify the research model,this paper collected effective data through online and offline questionnaire survey,and conducted descriptive analysis,structural equation analysis and regression analysis on the data through data analysis software,and finally verified the model and hypothesis.The results show that external cues have significant positive effects on perceived trust and perceived value;perceived trust and perceived value significantly affect online purchase intention of consumers,and act as an intermediary between external cues and consumers’ purchase intention.In addition,consumers’ awareness of drug quality and safety positively regulates the relationship between positive online reviews and consumer purchase intention,that is,the higher consumer awareness of drug quality and safety is,the greater the impact of positive online reviews on purchase intention of consumers is.In the end,according to the research results,this paper puts forward relevant countermeasures for the pharmaceutical e-commerce platform.It believes that the pharmaceutical e-commerce platform can be improved from the four aspects of price mechanism,comment mechanism,web page layout,and drug quality and safety and awareness,so as to enhance consumers’ willingness to buy medical online.更多还原