The Research Of Product Factors Influencing Consumer Purchasing Behavior On Healthy APP

The rapid development of the Internet, not only in changing people’scommunications, entertainment habits, but also develop new self-healthmanagement, which gave birth to the pharmaceutical industry to promote newmarket segment-mobile health.This paper will be based on the example of Q District to dig out the factorsof healthy APP consumer behavior. After collecting186valid samples withusing SPSS statistical software for factor analysis, figure out five productsfactors which named as prevention factor, characteristic factors, service factors,treatment factors and reliability factor. Then based on these five factors, thereobtained two types of consumer groups which named as the prevention ofhealth-consumer and medical cure type consumers. The former consumers aremore concerned about health-prevention factor and characteristic factor, whilethe last consumers are more concerned about the type of treatment actors,service factors and reliability factor. Then, in this study it used the chi-squaretest method to test the existence of significant differences. Found that two typesof consumer groups in terms of gender, marital status, and education level haveno significant differences, but there are significant differences in age, healthstatus, income status. Two types of consumer groups in its main demographicdifference is： the type of preventive health care consumers in smallerproportion of patients with chronic diseases, younger groups, focusing on19to35years old, slightly lower relative income, monthly income between5000and10,000yuan; medical cure type consumers having a higher proportion ofpatients with chronic diseases, relatively older population, mainly in the30-45years of age, income is relatively higher, more willing to buy value-added services.Based on the demographic characteristics of Q District of Shanghai, itrecommends that its APP target consumer aims to medical cure type consumerswhile attracting the other type of the prevention of health-consumer. The corelevels of product content should be about the treatment of information andvalue-added services while the extra level of product content should be aboutthe preventative information.The innovation of this paper is about studying mobile healthy APP which isquite new and fresh. This paper is to promote the development of mobile APPand broaden the scope of the theory of consumer behavior’s application.