消费者网上购药意愿及其影响因素研究基于整合信任和风险的UTAUT模型

“健康中国战略”和“互联网+医疗健康”均倡导借助互联网优势发展医药健康产业,网上药品交易是“互联网+医疗健康”的重要组成部分。为研究影响消费者网上购药意愿及影响因素,本文基于信任感知和风险感知扩展UTAUT研究模型。通过调查问卷,利用SPSS21.0和AMOS21.0进行统计分析和实证研究。研究发现:绩效期望、社会影响和信任感知对消费者网上购药意愿具有正向影响作用,努力期望对绩效期望具有显著正向影响作用,绩效期望、社会影响显著正向影响消费者的信任感知,而风险感知显著降低消费者的信任感知和网上购药意愿。因此网上药品交易服务的发展,一方面需要加强监管部门的管理,提高整体的信任水平,另一方面需要网上药品交易平台及企业创新商业模式,保障网上药店,网上药品的可靠,同时完善网上药品交易流程及服务,提高消费者网上购药体验,增加针对不同消费者的个性化药品交易服务,进而提高消费者信任感知和网上购药意愿。

Study on Purchase Intention and Influence Factors of Online Medicine:Based on the Integration UTAUT of Trust and Risk

“Healthy China Strategy”and“Internet+Healt Care”all promote the development of the medical and health industry with the aid of the advantages of the Internet.Online medicine trading is an important part of u Internet+health care."In order to study which factors influence consumers'online medicine purchase intention,integration UTAUT was proposed based on perceived risk and perceived trast.Collected data through questionnaires,and used SPSS21.0 and AM0S21.0 to make statistical analysis and empirical studies.Research results show that performance expectancy’social impact and perceived of trust have directly positive influence on consumers'adoption intention,effort expectancy has significant influence on performance expectancy,performance expectancy and social influence have significant positive influence on consumers'perceived trast,perceived risk significantly reduce consumers'perceived trust and adoption intention.Therefore,the development of online medicine trade services requires strengthening the management of the regulatory authorities and improving the overall level of trust.On the other hand,it requires online medicine platforms and enterprises innovate business models to ensure the reliability of online pharmacies,online drags,and improve online medicine transactions processes and services to improve consumers'online drug purchase experience,provide personalized medicine transaction services for different consumers,and thus increase consumer perceived trust and online medicine purchase intention.