基于“互联网+”背景下医疗电商平台需求及其满意度的影响因素分析

Analysis of Influencing Factors of Demand and Satisfaction of Medical E-Commerce Platform Based on “Internet+” Background

摘要: 随着“互联网+”的持续推进，由互联网技术和传统医药行业融合的医疗电商平台应运而生，为人们带来便利的同时，也面临着一系列挑战。因此，为了规范与完善医疗电商平台，保障人民权益，本文通过设计相关问卷收集数据对医疗电商平台需求及其满意度的影响因素进行分析。根据描述性统计分析，用户对于医疗电商平台的需求大多在于药品的购买，对医疗电商平台附加服务的关注更倾向于运动、饮食方面的建议；利用SEM结构方程模型探究影响医疗电商平台用户购买满意度的因素，结果表明，医疗电商平台的网络安全性、网站设计特色、产品质量保证和购物便利性均对用户购物满意度有正面影响。最后根据本文所得结论，为政府管理部门和企业规范医疗电商平台市场、保障人民权益提供可行性的建议。

Abstract: With the continuous promotion of “Internet+”, medical e-commerce platforms have emerged as a result of the integration of Internet technology and traditional pharmaceutical industry, bringing great convenience to people’s lives while also facing a series of challenges. Therefore, in order to standardize and improve the medical e-commerce platform and protect people’s rights and interests, this paper analyzes the influencing factors of demand and satisfaction of the medical e-commerce platform by designing relevant questionnaires to collect data. According to the descriptive statistics analysis, users’ demand for medical e-commerce platforms mostly lies in the purchase of medicines, and the additional service concerns of medical e-commerce platforms are more inclined to exercise and dietary advice; SEM structural equation modeling is utilized to explore the factors affecting users’ satisfaction with medical e-commerce platforms’ purchases, and the results show that network security, website design features, product quality assurance and shopping convenience of medical e-commerce platforms have a positive impact on users’ shopping satisfaction. Finally, based on the conclusions obtained, feasible suggestions are provided for government management and enterprises to regulate the medical e-commerce platform market and protect people’s rights and interests.