| In the21st century is the century of the Internet. With the development of informationtechnology，it has raised a hot wave of e-commerce in the world. Medicine as a sunrise industry, is thoughtto be the most suitable for development of e-commerce industry. With B2B electronic commerce betweenenterprise dividing the pharmaceutical market, medicine B2C companies have also entered the ranks ofnetwork commodities trading. At the end of2005, the former food and drug supervision administrationopened the examination and approval of online pharmacies. National related departments also have issuedpolicies, laws and regulations to regulate the healthy development of online pharmacy market. Later，numbers of online pharmacies are more and more. At the same time, a lot of illegal websites and fake andsubstandard drugs appeared, damaged the enthusiasm of consumers and destroyed the image of onlinepharmacies. Due to the influence of policy environment, market environment and the lack of informationtechnology, online pharmacy development is slow. Based on this background, the paper establishes a set ofonline pharmacies website evaluation system, to explore its development status, to promote healthydevelopment of the site itself, and to provide the reference for site management enterprise, investors andconsumers.In this paper, I used research methods of the content analysis, investigation, expert consultation,hierarchical analysis and case analysis to disscuss the website construction and the running status of onlinepharmacies in multi-dimensions, to build the evaluation system, and to objectively assess proprietary onlinepharmacy from the perspective of a third party. I used the method of content analysis to analyze thedevelopment, policy and law environment of online pharmacies at home and abroad and to analyze thetheoretical foundation and method; applyed the method of the research to collect and analyze site numbers,operating varieties, web service settings and so on website operation status about legal online pharmacies;used the expert consulting method to collect expert advice for all levels of indicators and establish theindexes at all levels through statistical analysis of questionnaire data; used the analytic hierarchy process(ahp) to collect expert datas of importance comparison of ion, through hierarchical analysis software tocalculate relative weights and combination weights and determine the final online pharmacy website evaluation index system;used the case analysis method to verify the feasibility of the evaluation indexsystem of online pharmacy website.The research shows that online pharmacies in China started late but has developed more quickly.To the drug B2C e-commerce site, the excellent website security is important and promotes the healthydevelopment of the network shopping; efficient and convenient technical support is the health safeguard ofwebsites; considerate and thoughtful service is the embodiment of the competitiveness of onlinepharmacies; comprehensive, accurate and true information can increase the trust of customers.Based on the above factors, this study set a first-level indicator,4secondary indicators and32three-level indicators evaluation system, to conduct a comprehensive evaluation to the online pharmacywebsite. The secondary index "safe" include five tertiary index evaluation drug trading servicesqualification certificate, personal privacy statement，etc;the secondary index "technique" include8tertiaryindex evaluation the effectiveness of domain name to access, page access speed,etc; the secondary index"service" include13tertiary indicators the help information, order status, payment, etc.; the secondaryindicators "information" include6tertiary indicators the enterprise status, its quantity and quality, druginformation, etc.Example analysis results show that appiying this evaluation system to evaluate three samplepharmacy, the highest scores89.97points (online pharmacy B), followed by85.48points (online pharmacyC), lowest66.20points (online pharmacy A). Single score results show secondary indicator "technique"score is relatively close to (11.783,11.699,10.504); secondary indicator "service" scoring gap is larger(39.62,34.125,19.345).Research results show that online pharmacies as forms of medical e-commerce B2C service willbe more attention and get a bigger development.Therefore, build online pharmacy website evaluation indexsystem to evaluate site quality and operation standardization and to promote its healthy development is verynecessary. The analytic hierarchy process and expert consulting method can be effectively used in onlinepharmacy website construction of the evaluation index system. The evaluation index system of onlinepharmacies website has strong objectivity and operability, and can be propraly used for online pharmacywebsite comprehensive evaluation. |
PDF Full Text Request