The Research On Influencing Factors Of Purchase Intention Of Consumer In Pharmaceutical E-commerce

With the rapid development of Internet shopping,medical e-commerce is borned.Compared with traditional offline medical purchasing,online medical purchasing attracts many consumers with its incomparable advantages of transparent price,strong privacy and rich variety.However,due to the particularity of drugs and the frequent occurrence of drug safety problems in China,consumers' trust in online medical purchasing is reduced,the development of medical e-commerce is hampered by lack of percived trust.In the process of online drug purchasing,how to solve the problem of trust mechanism,enhancing the perceived value of consumers,and thus improving the purchase intention of consumers have become an issue that must be solved to promote the development of pharmaceutical e-commerce.Based on this background and combining with UTAUT model and clue utilization theory,we select B2 C pharmaceutical e-commerce platform as the research object and explore the mechanism between external clues,consumer perception and purchase intention in the context of medical e-commerce.We analyze and sort out the domestic and foreign researches on perceived trust,perceived value,UTAUT model and clue utilization theory.According to the characteristics of pharmaceutical e-commerce,the reference price and positive online comments are taken as the key external clues.Then we put forward the model and hypothesis of influencing factors of consumer purchase intention in pharmaceutical e-commerce.To verify the research model,this paper collected effective data through online and offline questionnaire survey,and conducted descriptive analysis,structural equation analysis and regression analysis on the data through data analysis software,and finally verified the model and hypothesis.The results show that external cues have significant positive effects on perceived trust and perceived value;perceived trust and perceived value significantly affect online purchase intention of consumers,and act as an intermediary between external cues and consumers' purchase intention.In addition,consumers' awareness of drug quality and safety positively regulates the relationship between positive online reviews and consumer purchase intention,that is,the higher consumer awareness of drug quality and safety is,the greater the impact of positive online reviews on purchase intention of consumers is.In the end,according to the research results,this paper puts forward relevant countermeasures for the pharmaceutical e-commerce platform.It believes that the pharmaceutical e-commerce platform can be improved from the four aspects of price mechanism,comment mechanism,web page layout,and drug quality and safety and awareness,so as to enhance consumers' willingness to buy medical online.