基于TAM的消费者网上购药采纳模型分析及构建

Analysis and construction of the consumer acceptance model of medicine purchase online based on TAM

目的了解消费者网上购药影响因素,构建基于TAM的消费者网上购药采纳模型。方法通过网络开放式问卷、现场访谈的方式收集110份数据,用Excel 2013进行统计处理。结果影响消费者采纳网上购药主要因素是对医药产品的安全担忧,感知信任占84.5%,感知有用性占48.2%,感知易用性占32.7%。结论发现感知信任、感知有用性、感知易用性是影响采纳网上购药的主要因素,其中感知易用性和感知有用性在一定程度上能增强消费者的感知信任。在TAM模型的基础上分析和构建扩展的消费者网上购药采纳模型,为进行影响因素的实证研究奠定基础。

Objective To study the influence factors of consumer buying drugs online,and construct the consumer acceptance model of medicine purchase online based on TAM. Methods The open questionnaires were collected from internet and interviews,and the valid data were recorded and analyzed by Microsoft excel 2013. Results The main factor of medicine purchase is worried about the security of the online medicine. The perceived trust was 84.5%,the perceived usefulness was 48.2%,and the perceived ease of use was 32.7%. Conclusion The perceived trust,the perceived usefulness and the perceived ease of use are the main factors,which influence consumer acceptance of medicine purchase online. The perceived ease of use and the perceived usefulness will enhance the consumer perceived trust in a certain degree. The extended model of consumer acceptance of medicine purchase online is analyzed and constructed based on the TAM model,which provides a foundation for empirical study.