基于消费者视角下的医药电子商务满意度及其影响因素的调查——以南京市为例

A Survey on Pharmaceutical E-Commerce Satisfaction and Its Influencing Factors from the Consumer Perspective—Taking Nanjing as an Example

摘要: 长期以来，我国医疗卫生服务面临供需矛盾，传统医疗行业难以满足日益增长的社会医疗需求。随着互联网技术的迅猛发展，医药电子商务逐渐成为解决这一矛盾的重要手段。《“健康中国2030”规划纲要》首次将互联网医疗提升至国家战略层面，表明了国家对此领域的高度重视。受到新冠疫情的影响，医药电商行业经历了爆发式增长，互联网医疗咨询量大幅激增，为医药电商的发展提供了广阔的市场空间。然而，当前医药电商在消费者满意度、服务质量和产品信任等方面仍面临诸多挑战。本文旨在从消费者的视角出发，深入分析影响医药电子商务满意度的主要因素，探讨行业现状与不足，并提出切实可行的改进措施。研究创新性地将Logit回归分析和主成分分析结合起来，系统性地识别出了影响消费者满意度的关键因素，从而为医药电商的发展提供了科学依据。本文的应用前景广阔，不仅为医药电商企业优化服务和提升消费者满意度提供了实用的建议，也为相关政策制定者在推动行业健康发展方面提供了参考。

Abstract: For a long time, China’s medical and health services have been facing a contradiction between supply and demand, and the traditional medical industry finds it difficult to meet the growing social demand for medical care. With the rapid development of Internet technology, pharmaceutical e-commerce has gradually become an important means to solve this contradiction. The “Healthy China 2030” Planning Outline elevates Internet-based healthcare to the level of a national strategy for the first time, demonstrating the country’s high degree of attention to this field. Influenced by the new crown epidemic, the pharmaceutical e-commerce industry has experienced explosive growth, and the volume of Internet medical consultations has surged dramatically, providing a broad market space for the development of pharmaceutical e-commerce. However, current pharmaceutical e-commerce still faces many challenges in terms of consumer satisfaction, service quality and product trust. The purpose of this paper is to analyze the main factors affecting pharmaceutical e-commerce satisfaction from the perspective of consumers, explore the current situation and shortcomings of the industry, and propose practical improvement measures. The innovation of the research lies in the combination of Logit regression analysis and principal component analysis, which systematically identifies the key factors affecting consumer satisfaction and provides a scientific basis for the development of pharmaceutical e-commerce. The application of this paper is promising, which not only provides practical suggestions for pharmaceutical e-commerce enterprises to optimize their services and improve consumer satisfaction, but also provides reference for relevant policy makers in promoting the healthy development of the industry.