雷东, 张健豪. 药品网购中消费者特征与感知信任关系研究[J]. 电子科技大学学报社科版, 2019, 21(5): 79-87. DOI: 10.14071/j.1008-8105(2018)-3002
引用本文: 雷东, 张健豪. 药品网购中消费者特征与感知信任关系研究[J]. 电子科技大学学报社科版, 2019, 21(5): 79-87. DOI: 10.14071/j.1008-8105(2018)-3002
LEI Dong, ZHANG Jian-hao. Research on the Relationship Between Consumer Characteristics and Perceived Trust of Online Drug Shopping[J]. Journal of University of Electronic Science and Technology of China(SOCIAL SCIENCES EDITION), 2019, 21(5): 79-87. DOI: 10.14071/j.1008-8105(2018)-3002
Citation: LEI Dong, ZHANG Jian-hao. Research on the Relationship Between Consumer Characteristics and Perceived Trust of Online Drug Shopping[J]. Journal of University of Electronic Science and Technology of China(SOCIAL SCIENCES EDITION), 2019, 21(5): 79-87. DOI: 10.14071/j.1008-8105(2018)-3002

药品网购中消费者特征与感知信任关系研究

Research on the Relationship Between Consumer Characteristics and Perceived Trust of Online Drug Shopping

  • 摘要: 以消费者感知信任理论为基础,研究了药品网购中消费者特征与感知信任的关系。从感知信任和人口学因素两个量表出发,通过网上问卷的搜集和分析,分析了消费者的5个基本特征对药品网购的感知信任9个组成部分的影响。结果表明,在药品网购的过程中,性别对感知信任的大多数组成部分的要求都有显著性的差异,消费者的家庭收入水平和学历水平则对少数几个感知信任的组成部分的要求有显著性差异。药品的安全性、售药网站信息的真实性、售药网站的安全性和药品疗效是消费者建立对药品网购信任的最重要的来源。

     

    Abstract: The relationship between the consumers’ characteristics and their perceived trust of online drugs purchase is investigated based on the theory of consumer perceived trust. Through the collection and analysis of the online questionnaires adapted from the scales of the perceived trust and the demographic factors, we analysis the impacts of the five features of consumers on the nine components of perceived trust of online drugs purchase. The results indicate that the needs for the most components of the perceived trust have significant differences between the different genders. The needs for a few components of perceived trust have significant differences between the different levels of the consumers’ family income and education. The safety of the drugs, the security of the websites, the authenticity of the information on the websites, and the efficacies of the drugs are the most important resources for the consumers to establish perceived trust from online drugs purchase.

     

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