制定战略,以提高消费者购买处方药的意图通过电子药房在印度尼西亚的电子药房
Bungaran Panggabean1, Budi Suharjo2, Ujang Sumarwan3
1School of Business, IPB University, Bogor, Indonesia.
The International journal of risk & safety in medicine
|February 16, 2024
概括
这项研究表明,信任是增加在线处方药购买的关键. 加强政府政策和保护用户数据是促进消费者对电子药房服务的意图的重要策略.
科学领域:
- 医疗信息学 医疗信息学
- 消费者行为研究研究
- 电子商务战略 电子商务战略
背景情况:
- 由于COVID-19大流行,医疗保健消费转向了家庭服务.
- 在线药房 (电子药房) 已成为药品采购的关键道.
- 在勃发展的电子药房市场中,患者安全是首要关注的问题.
研究的目的:
- 确定开发策略,以提高消费者通过电子药房购买处方药的意图.
- 分析影响电子药房采用的消费者认知和行为因素.
- 确保在线药品交易中的患者安全.
主要方法:
- 使用部分最小平方结构方程建模 (PLS-SEM) 的确认因子分析.
- 通过分析层次过程 (AHP) 方法使用对对比较.
- 扩展了基本的计划行为理论 (TPB) 模型,以探索消费者认知.
主要成果:
- 信任显著调解主观规范和感知价值对购买意向的影响.
- 该PLS-SEM模型显示出一个很好的匹配 (GFI=0.93,RMSEA=0.045,SRMR=0.033).
- 在AHP分析中,优先考虑加强政府政策 (0.236) 和保护用户数据 (0.185),以提高购买意向.
结论:
- 信任是通过电子药房增加处方药购买的关键因素.
- 政策和数据保护对于促进消费者信心和采用电子药房服务至关重要.
- 未来的研究应该在高风险产品的消费者行为研究中纳入感知风险.
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