Study On Consumer Behavior And Policy Optimization Of Internet Drug Trading Among University Students In Kunming

Internet,mobile marketing and social media have greatly changed the way consumers shop and purchase.As a new service format of "Internet plus+medical health",medical e-commerce has been widely used.Relying on the Internet drug trading platform to promote the optimization of medical resources and the cross-regional integration of medical products can promote the construction of medical informatization,meet the needs of the people for medical convenience,improve the imbalance of medical resources,and promote the upgrading and improvement of the medical industry chain.Internet drug trading service is favored by the majority of consumer groups,especially young consumers,with its advantages of convenience,ease of use and low price of drugs.People have high expectations of the quality of the medicines they buy and the service they enjoy when buying them.People are living better and healthier lives and care more about whether the process of buying medicines is pleasant and easy.Therefore,it is important to know how the operating system can be made easier and the level of service become higher to enhance people’s satisfaction with the platform when they are buying medicines.If service providers can keep improving their attitude and quality of service to make it more convenient for consumers to buy medicines and be more willing to buy medicines online rather than going to a physical shop,these are some of the issues that must be addressed to promote the sale of medicines online.In this research setting,we analyse both self-owned-based B2 C platforms and platform-based B2 C platforms,with the main questionnaire ranging from students at Kunming universities,and takes the UTAUT model as the research basis to explore the impact of PE,PEOU,SI,CS,PR on behavior intention and behavior in the context of the development of Internet drug trade and the strategic background of "Internet plus+health care",Propose the influencing factor model and research hypothesis of consumer purchase behavior in Internet drug trading.After calculating and validating the data,we have analysed the data we obtained to validate some of our assumptions and get some more realistic results.The expectations of people buying medicines on a B2 C platform are important in terms of whether they will continue to choose this platform to buy medicines in the future and,of all the factors,PE,PEOU,CS,SI,II is both really important and people’s willingness to choose this platform has an impact on the actual decision that is made.Consumers are innovative and this innovation is important in terms of whether they find the platform helpful or not,and the innovative nature of the consumers themselves is also important.Individual innovation and behavioral intention have significant indirect effects in the relationship between perceived ease of use and behavior.Perceived risk regulates the intermediary process between perceived ease of use and behavioral intention,as well as behavioral intention and behavior.In the course of the survey we found many new findings and gained many new insights,so we have tried to make some suggestions for the management side of the issue: strengthen supervision to ensure drug quality;Pay attention to customer needs and improve service quality;Form industry self-discipline and standardize business behavior;Cooperate with multiple resources and innovate the supply mode.