【摘要】 构建医药电商平台持续使用意愿理论模型,采用问卷调查分析用户对医药电商平台持续使用意愿及影响因素,结果表明感知有用性和用户主观规范正向影响用户对平台持续使用意愿,感知风险负向影响持续使用意愿。在此基础上提出平台运营建议,包括设计创新、口碑化宣传、建设生态链等。更多还原

【Abstract】 The theoretical model of continuous usage intention of medical e-commerce platform is built A questionnaire survey is used to analyze users’ willingness to continue using the medical e-commerce platform and its influencing factors.The results show that perceived usefulness and users’ subjective norms positively affect users’ willingness to continue using the platform,while perceived risk negatively affect users’ willingness to continue using the platform.On this basis,the platform operation suggestions are put forward,including creative design,word-of-mouth publicity,building of ecological chain,etc.更多还原