초록 열기/닫기 버튼
截至2021年1月，全球互联网用户达到46.6亿人，普及率为59.5％。COVID-19大流行驱使消费者转向互联网购物。全球77％的互联网用户每个月都会在网上购买商品。为减少公共场所交叉感染的几率，通过互联网购买药品也成为更加安全、便捷获取药品的方式。本研究借助SERVQUAL服务质量模型，从电商服务可靠性、回应服务积极性、网站服务安全性、产品服务经济性、物流服务快捷性5个维度分析医药电商服务质量对顾客满意度的影响。以ACSI顾客满意度模型中服务质量、感知价值、顾客满意的关系为基础进行研究，借鉴现有研究成果设置调查问卷，通过SPSS26.0采用因子分析、相关分析、回归分析对数据进行研究。感知价值在电商服务可靠性、网站服务安全性、产品服务经济性、物流服务快捷性对顾客满意度度的影响中有媒介作用。医药电子商务应加强平台品牌建设；市场中竭力降低药品价格；加快网络技术发展；提高物流服务智能化水平。
As of January 2021, the number of Internet users worldwide reached 4.66 billion, with a penetration rate of 59.5 percent. The COVID-19 pandemic is driving consumers to the Internet for shopping. 77％ of the world’s Internet users shop online every month. In order to reduce the risk of cross-infection in public places, purchasing drugs through the Internet has also become a safer and more convenient way to obtain drugs. 72% of American adults buy medicines online, more than 90% of pharmacies owned by the European Pharmacists Association order medicines online, and one in five medicines in Switzerland are sold over the Internet. Although China’s pharmaceutical e-commerce industry started late, it has developed rapidly. 60.3% of the residents said they had used e-commerce platforms to buy medicine in the past year, and the frequency of buying medicine reached 5.8 times per person per year. During the special period of COVID-19, consumers became more and more accepting of online drug purchase. Therefore, it is helpful to guide the development direction of the industry to grasp the satisfaction degree of consumers on the quality of medical e-commerce service. The influence of medical e-commerce service quality on customer satisfaction was analyzed from five dimensions of medical e-commerce service reliability, response service enthusiasm, website service security, product service economy and logistics service quickness. At the same time, it also studies the mediating effect of consumer perceived value on service quality and satisfaction of e-commerce. Based on the American Customer Satisfaction Index (ACSI) model, this study extracted the relationship among service quality, perceived value and Customer Satisfaction in the model, combined with the SERVQUAL conceptual model of service quality. Based on the existing research results, set up a questionnaire and conduct investigation and analysis. Factor analysis, correlation analysis, regression analysis and mediating effect test were used to study the data through SPSS 26. It is concluded that perceived value has a mediating effect on the effect of service quality of pharmaceutical e-commerce on customer satisfaction: service reliability of e-commerce, enthusiasm of response service, website service security, economy of product and service, and speed of logistics service. Through the research shows that medical e-commerce should strengthen the platform brand construction; In the pharmaceutical retail market to try to reduce drug prices; And should speed up the development of network technology; To ensure the security and stability of network services; Improve the intelligent level of logistics service to improve the efficiency of distribution. Emphasis should be placed on improving the professionalism and affinity of medical e-commerce service personnel to increase consumer trust. We will promote the steady and healthy development of the pharmaceutical e-commerce industry.
키워드열기/닫기 버튼
pharmaceutical e-commerce, service quality, customer satisfaction, perceived value
