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...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Epi Data 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。展开更多
In the present study,we aimed to survey whether Shanghai residents were willing to buy prescription drugs online.This study randomly surveyed the influence factors of Shanghai residents of different age,educational ba...In the present study,we aimed to survey whether Shanghai residents were willing to buy prescription drugs online.This study randomly surveyed the influence factors of Shanghai residents of different age,educational background,income,and occupation in the form of online questionnaires about whether they would buy prescription drugs online.Age had a significant effect on the awareness rate of online prescription drug purchases.There was no significant difference between the awareness rate of online prescription drug purchase and education,“whether the respondents are practitioners in pharmaceutical industry or not”and monthly income.Age and monthly income were related to the willingness of online prescription drug purchases.“Whether the respondents are practitioners in pharmaceutical industry or not”was not correlated with the willingness of online prescription drug purchases.It is necessary to strengthen the popularity of online drug stores and online prescription drug purchases and reduce consumers‟expenses on the above-mentioned drugs.展开更多
文摘目的: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Epi Data 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。
文摘In the present study,we aimed to survey whether Shanghai residents were willing to buy prescription drugs online.This study randomly surveyed the influence factors of Shanghai residents of different age,educational background,income,and occupation in the form of online questionnaires about whether they would buy prescription drugs online.Age had a significant effect on the awareness rate of online prescription drug purchases.There was no significant difference between the awareness rate of online prescription drug purchase and education,“whether the respondents are practitioners in pharmaceutical industry or not”and monthly income.Age and monthly income were related to the willingness of online prescription drug purchases.“Whether the respondents are practitioners in pharmaceutical industry or not”was not correlated with the willingness of online prescription drug purchases.It is necessary to strengthen the popularity of online drug stores and online prescription drug purchases and reduce consumers‟expenses on the above-mentioned drugs.
