基于B2C平台的医药电子商务顾客忠诚度研究

目的：研究商家对顾客（B2C）平台模式下医药电子商务顾客忠诚度的影响因素并提出提升顾客忠诚度的策略。方法：从商品、平台网站、顾客三个方面提出与医药B2C平台顾客忠诚度相关的假设，并根据假设运用问卷调查法和结构方程模型方法对问卷数据进行分析。结果与结论：研究证实了医药B2C平台顾客忠诚度的影响因素，按其影响作用（结构方程模型的路径系数）大小分别为：商品质量0.83、顾客转换成本0.69、网站安全性0.65、网站服务0.64、购物便利性0.53、网站声誉0.45、物流快捷性0.39、商品价格0.23。并提出了改进商品质量、建立合理价格系统、维持网站声誉、建立完善沟通机制、提升网站便利性和安全性、加强物流等有效提升医药B2C平台顾客忠诚度的建议。

Research on Loyalty of Medical E-commerce Customers Based on B2C Platform

Objective:To study the factors which influence the loyalty of medical e-commerce customers based on Business-to-Customer (B2C) platform, and to provide stratgeties for improving the loyalty. Methods:Assumptions related to the loyalty of medical B2C platform customers were put forward from such three aspects as commodities, platform websites and customers. The questionnaire survey method and the structural equation model method were used to analyze the questionnaire data according to the above mentioned assumptions. Results and Conclusion:The study confirmed the influencing factors on the loyalty of medical B2C platform customers. Their influences (path coefficient of the structural equation model) were as follows:quality of the commodity is 0.83, customer conversion cost is 0.69, website security is 0.65, website service is 0.64, efficiency of logistics is 0.53, and commodity price is 0.23, which were ranked according to their influence. The proposed strategies to efficiently enhance the loyalty of medical B2C platform customers consisted of improving the quality of goods, establishing a reasonable price system, maintaining the reputation of the website, establishing and improving the communication mechanism, enhancing the convenience and safety of the website, strengthening the logistics and so on.