醫(yī)藥電子商務(wù)平臺上消費者購買意向的影響因素研究

Researchontheinfluencingfactorsofconsumerpurchaseintentiononpharmaceuticale-commerceplatformsAbstractWiththerapiddevelopmentoftheInternetande-commerce,pharmaceuticale-commerceplatformshavegraduallybecomeanimportantchannelforpeopletopurchasedrugsandhealthcareproducts.Thisstudyaimstoexploretheinfluencingfactorsofconsumerpurchaseintentiononpharmaceuticale-commerceplatforms.Thestudyselectedkeywordssuchasmedicine,e-commerce,consumers,purchaseintention,andinfluencingfactors,combinedwithliteraturereviewandempiricalresearchmethods,toanalyzethemainfactorsaffectingconsumerpurchaseintention.Theinfluencingfactorsofconsumerpurchaseintentiononpharmaceuticale-commerceplatformsincludeconsumerpersonalcharacteristics,qualityofproductsandservices,consumertrustandsecurity,aswellasmarketenvironmentandpoliciesandregulations.Understandingtheseinfluencingfactorsisofgreatsignificancefore-commerceplatformoperators,asitcanhelpthemdevelopeffectivemarketingstrategiesandimproveuserexperience,promotingthedevelopmentofthepharmaceuticale-commerceindustry.Keywords:Pharmaceuticale-commerceplatform;Consumers;Purchaseintention;influencefactorAppendixAQuestionnaireontheinfluencingfactorsofconsumerpurchaseintentiononpharmaceuticale-commerceplatformsDearintervieweeThankyouforparticipatinginthissurveyontheinfluencingfactorsofconsumerpurchaseintentiononpharmaceuticale-commerceplatforms.Thissurveyaimstounderstandthefactorsthatinfluenceyourpurchasingbehaviordecisionsonpharmaceuticale-commerceplatforms.Pleaseanswerthefollowingquestionstruthfullybasedontheactualsituation.Allresponseswillbekeptconfidentialandusedsolelyforresearchpurposes.1.Intentiontomakepurchasesonpharmaceuticale-commerceplatforms1.1Areyouwillingtomakepurchasesonpharmaceuticale-commerceplatforms?A.YesB.No2.Theimpactofpersonalcharacteristicsonpurchaseintention2.1Whatisyourgender?A.MaleB.Female2.2Whichofthefollowingisyouragerange?A.Under18yearsoldB.18-25yearsoldC.26-35yearsoldD.36-45yearsoldE.Over46yearsold2.3Whatisyoureducationlevel?A.JuniorhighschoolB.Highschool/technicalsecondaryschool/vocationalhighschoolC.AssociatedegreeD.UndergraduateE.Graduateorabove2.4Whatisyourincomelevel?A.Lessthan2000yuanB.2000-5000yuanC.5001-10000yuanD.10001-20000yuanE.Above20001yuan3.Theimpactofproductandservicequalityonpurchaseintention3.1Howmuchtrustdoyouhaveinthequalityofdrugssoldonpharmaceuticale-commerceplatforms?A.VerydistrustfulB.NotverytrustingC.ModeratetrustD.RelativelytrustedE.Verytrusting3.2Howsatisfiedareyouwiththedrugsyourecentlypurchasedonthepharmaceuticale-commerceplatform?A.VerydissatisfiedB.NotverysatisfiedC.ModeratesatisfactionD.QuitesatisfiedE.Verysatisfied3.3Whatisyourevaluationoftheservicequalityofthepharmaceuticale-commerceplatform,suchascustomerserviceandafter-salesservice?A.VerypoorB.NotverygoodC.ModeratelevelD.It'squitegoodE.Verygood4.Theimpactofconsumertrustandsecurityonpurchaseintention4.1Howmuchtrustdoyouhaveinthepharmaceuticale-commerceplatform?A.CompletelyuntrustworthyB.NotverytrustingC.ModeratetrustD.RelativelytrustedE.Fulltrust4.2Doyoufeelasenseofsecuritywhenpurchasingdrugsonapharmaceuticale-commerceplatform?A.NosenseofsecurityatallB.NotmuchsenseofsecurityC.GeneralsenseofsecurityD.HavingacertainsenseofsecurityE.Fullysecure5.Theimpactofmarketenvironmentandpoliciesandregulationsonpurchaseintention5.1Doyoupayattentiontotheregulatorypoliciesofpharmaceuticale-commerceplatforms?A.YesB.No5.2Howdoyouthinkthedrugpricesonthepharmaceuticale-commerceplatformcomparetophysicalpharmacies?A.MoreexpensiveB.RelativelyexpensiveC.ThepriceiscomparableD.RelativelycheapE.Cheaper5.3Willpromotionalactivitiesaffectyourwillingnesstopurchasedrugsonpharmaceutical