了解消费者打算从电子商务网站购买生殖健康产品的意图
Lakshmi Devi1, Lavanya Rajendran1, Satish Radhakrishnan1
1Department of Media Sciences, Anna University Chennai, India.
African journal of reproductive health
|December 3, 2024
概括
在线购买女性生殖保健产品是由于社会影响,客户体验和成本而受欢迎的. 社交媒体广告对女性的购买决策产生了重大影响.
科学领域:
- 数字营销 数字营销 数字营销
- 消费者行为 消费者行为
- 妇女健康 妇女健康
背景情况:
- 互联网和电子商务改变了营销策略.
- 在科学理解影响在线购买女性生殖健康产品的因素方面存在差距.
- 印度女性健康市场正在经历显著增长,预计到2030年将达到1325亿美元.
研究的目的:
- 确定影响女性生殖保健产品在线购买决策的关键因素.
- 了解各种因素对这个特定市场的消费者行为的影响.
主要方法:
- 在448名参与者中使用了调查工具.
- 参与者是经常在网上购买生殖保健产品的个人.
- 数据分析的重点是确定重要的影响因素.
主要成果:
- 在生殖保健产品的女性消费者中,电子商务购买非常受欢迎.
- 关键驱动因素包括社会影响,客户体验,成本效益,绩效预期,努力预期和促进条件 (时间/空间节省).
- 社交媒体广告明显影响购买决策.
结论:
- 社会影响,客户体验,成本和便利性对于女性生殖保健产品的在线销售至关重要.
- 社交媒体营销是吸引该行业女性消费者的强大工具.
- 进一步的研究可以为不断增长的妇女健康市场提供有针对性的营销策略.
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