国产OTC药品消费者购买意愿的影响因素

Influence of origin image on purchase intentions of consumers of OTC drugs

目的探讨国产OTC药品消费者购买意愿的影响因素,为提升国产非处方药(OTC)购买意愿提供参考。方法运用SPSS 21.0软件对386份有效调查问卷进行数据分析与统计。利用Amos 21.0软件对调查数据进行验证性因子分析,构建原产地形象对国产OTC药品消费者购买意愿的结构方程模型。结果认知的原产地形象、情感原产地形象对OTC药品形象有正向影响,回归系数分别为0.56、0.31,OTC药品形象对消费者感知价值的4个维度(功能性感知价值、失利性感知价值、情感性感知价值、社会性感知价值)均有正向影响,回归系数分别为0.91、0.83、0.90、0.76,情感性感知价值、社会性感知价值对消费者购买意愿有正向影响,回归系数分别为0.70、0.22。结论情感性感知价值、社会性感知价值是OTC药品消费者购买意愿的重要影响因素,良好的产品形象对OTC产品各方面的属性评价起积极作用。

Objective To explore the factors that influence consumers’intention to purchase domestic OTC drugs and their behavioral characteristics so as to improve the willingness of consumers to purchase home-made OTC drugs.Methods A total of 386 valid questionnaires were analyzed using SPSS 21.0 software.Confirmatory factor analysis was carried out of the results of the survey using AMOS 21.0 software.Based on path analysis and model modification,an SEM structural equation model of the relationships between the country of origin image and consumers’intentions to purchase domestic OTC drugs was established.Results The cognitive country of origin image and emotional country of origin image had a positive impact on the image of OTC drugs,and the regression coefficients were 0.56 and 0.31 respectively.The image of OTC drugs had a positive impact on the four dimensions of the consumers’perceived value(functional perceived value,failure perceived value,emotional perceived value and social perceived value),with regression coefficients of 0.91,0.83,0.90 and 0.76 respectively.Emotional perceived value and social perceived value had a positive impact on consumers’purchase intention,and the regression coefficients were 0.70 and 0.22 respectively.Conclusions Emotional perceived value and social perceived value are the important influencing factors of consumers’intention to purchase OTC drugs.A favorable product image plays a positive role in the evaluation of each attribute of OTC drugs.