网络购药影响因素及行为特征调研——以宁波市为例
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篇名: 网络购药影响因素及行为特征调研——以宁波市为例
TITLE:
摘要: 目的:为网上药店经营及政府相关政策的调整提供依据和参考。方法:采用问卷调查法,以宁波市为例,在各大药店及主要商业中心进行拦截式问卷调研,对影响网络购药的因素、未网络购药的具体原因、网络购药“5W1H”行为特征及购买决策影响因素进行调查;应用EpiData 3.1和SPSS 19.0软件进行数据处理。结果:发放问卷700份,回收有效问卷660份,有效回收率为94.29%。受访者的学历、上网频率和网购频率对是否网络购买过药品有显著影响(P<0.05),性别、年龄、居住地和参加的医保类型对是否网络购买过药品无显著影响(P>0.05)。未网络购药的具体原因得分由高到低依次为担心网络购药的安全性、担心物流配送和售后服务、无法获得医学和药学专业服务。网络购药行为特征方面,消费者网络购药有50.2%是出于网上药店价格便宜,有41.2%是因为可以买到当地没有的商品;天猫网和京东网是主要的购买途径,分别占78.9%、44.2%;最近半年内网络购药频率<5次的占72.4%,购药金额<300元的占57.3%;消费者最期望以支付宝和医保卡支付,各占53.8%。购买决策影响因素得分由高到低依次为商品因素、售后服务及配送、店铺及商家资质、专业服务,价格因素得分最低。结论:学历越高、上网频率越高和网购频率越高者,越倾向于网络购药;信任度不高、售后及物流服务难保障和无法获得专业服务是未网络购药的主要原因。网络购药呈现金额不高、频率不高、途径单一的特征;消费者购买决策时最重视药品本质属性、商家资质、售后权益保障及配送效率。建议从形成差异营销模式、增强消费信心、培养消费习惯、加强售后保障和物流建设、选择适合的销售平台、专业化发展、避免恶性降价竞争等方面改善网上药店经营并作相应政策调整。
ABSTRACT: OBJECTIVE: To provide evidence and reference for online pharmacy business and government policy adjustment. METHODS: Taking Ningbo as an example, intercepting questionnaires survey was conducted in major drugstores and major commercial centers. The influential factors of online drug purchase, specific reasons of not purchasing drugs online, online drug purchase “5W1H” behavior characteristics and influential factors of purchase decision were investigated. The data processing was conducted by using EpiDate 3.1 and SPSS 19.0 software. RESULTS: A total of 700 questionnaires were issued, and 660 valid questionnaires were collected with effective recovery of 94.29%. Educational degree of the respondents, internet frequency and online shopping frequency had significant impact on whether purchased drugs on the internet (P<0.05), while gender, age, place of residence and type of medical insurance had no significant impact on it (P>0.05). Among specific reasons for not purchasing drugs online, score decended by the order of worrying about the safety of purchasing drugs online, worrying about the logistics and after-sales service, can not get professional medical and pharmaceutical care. Among the characteristics of network drug purchase behavior, 50.2% of respondents purchased drugs online out of the cheapness; 41.2% buying goods that were not available locally; Tmall and Jingdong mall were the main way to buy, accounted for 78.9% and 44.2%, respectively. Within the last 6 months, online purchasing less than 5 times accounted for 72.4%, and the amount less than 300 yuan accounted for 57.3%. Most respondents expected to pay by Alipay and medical insurance card, each accounted for 53.8%. Among decision-making influential factors, score decended by the order of commodity factor, after-sales service and logistics, shop and business qualification, professional service; price factor scored the lowest. CONCLUSIONS: The higher educational degree, internet frequency and online shopping frequency, the more inclined to online drug purchase. Low trust, logistics and customer service difficult to guarantee and inability to get professional service are main reasons for not purchasing drugs online. The characteristics of online drug purchase manifest as low amount, low frequency and single way. Great attention is paid to the nature of drug properties, the business qualification, after-sale rights protection and logistics efficiency, when the consumer decides to buy. It is suggested to improve online pharmacy business and related policy adjustment by forming differential marketing model, strengthening consumer confidence, cultivating consumption habits, strengthening after-sales guarantee and logistics construction, choosing suitable sale platform and professional development, avoiding vicious price-cutting competition.
期刊: 2018年第29卷第4期
作者: 赵静
AUTHORS: ZHAO Jing
关键字: 网上药店;网络购药;购买行为;影响因素
KEYWORDS: Online pharmacy; Online drug purchase; Purchase behavior; Influential factor
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