家用医疗软件网购接受行为影响因素研究

发布时间：2018-08-08 18:34

【摘要】：如今的大众对于健康、慢性病的管理意识提升,以及中国老龄化的加剧,家用医疗器械慢慢走进了千家万户,最值得关注的是家用医疗器械在健康消费支出中所占比例逐年提高。伴随着国内电子商务成熟发展以及与家用医疗器械有关的国家政策放开同时,国内企业生产产品的比例在逐年提高,尤其是一类软件型的家用医疗器械,但从现状来看消费者对是否采用网购这一途径采购家用医疗软件产品还处于观望中,如何确定消费者对于此类产品的网购接受行为影响因素,是值得用科学的手段进一步研究的,并且大众对于健康的不断追求,也急需要把健康需求上升为科学问题,也能为家用医疗软件未来的发展扫清障碍。家用医疗器械产品的开发与其市场的发展对于提高我国医疗器械产业格局,满足大众对健康生活的追求,保障医疗卫生体制改革等相关国家政策的实施等方面的意义不言而喻。国内外学者对网购接受行为的研究中普遍认为感知风险和信任对网购有显著影响,但是很少将二者相结合起来研究。本文总结家用医疗软件的的特殊性以及产品特点,利用技术接受与利用整合扩展模型,加入了网购时普遍存在的感知风险因素,并且根据产品特征特别的添加了线上信任维度,构建了家用医疗软件网购接受行为影响因素模型。本次实证研究通过百度云问卷调研平台发放电子问卷,回收后经过筛选和有效性分析取得了有效问卷605份,并通过因子分析、结构方程模型进行数据分析,对本文提出的理论模型进行了验证和修正,对家用医疗软件网购接受行为影响因素进行研究验证,提出了更加适合家用医疗软件的特殊产品的网购接受行为的模型,并且得到如下主要结论:(1)线上信任、绩效期望、低价、社会影响和感知风险对家用医疗软件网购接受行为的行为意向有显著的影响,其中的感知风险对消费者的行为意向有负向影响,其中在线信任的影响最大,其次是绩效期望、社会影响、低价、感知风险、社会影响。(2)在家用医疗软件网购接受行为中努力期望、便利条件对行为意愿没有显著的影响。(3)在家用医疗软件网购接受行为影响因素中,线上信任与绩效期望、低价、社会影响、感知风险因素之间是相互影响的,并且本次实证研究证明了线上信任与感知风险之间是负相关的。最后,本文基于此次实证研究的结果,提出了一些家用医疗软件的线上市场的管理策略。
[Abstract]:Nowadays, the public's awareness of health, chronic diseases and the aging of China has increased, and household medical devices have slowly entered thousands of households. The most important concern is that the proportion of household medical devices in health spending is increasing year by year. With the mature development of domestic electronic commerce and the opening up of national policies related to household medical devices, the proportion of products produced by domestic enterprises is increasing year by year, especially a class of software-based household medical devices. However, judging from the current situation, consumers are still on the wait-and-see way to purchase household medical software products through online shopping, and how to determine the influencing factors of consumers' acceptance behavior for this kind of products. It is worth further research by scientific means, and the continuous pursuit of health by the public, also the urgent need to raise the demand for health into a scientific problem, can also clear the way for the future development of home medical software. The development of household medical device products and the development of its market are self-evident in improving the industrial pattern of medical devices in our country, satisfying the pursuit of healthy life for the public, ensuring the implementation of relevant national policies such as the reform of the medical and health system, and so on. Scholars at home and abroad generally believe that perceived risk and trust have a significant impact on online shopping, but rarely combine the two. This paper summarizes the particularity of household medical software and product characteristics, using technology to accept and use the integrated expansion model, to add the prevailing perceived risk factors in online shopping, and to add a special online trust dimension according to the product characteristics. A model of influencing factors of online purchase behavior of household medical software was constructed. The empirical research through Baidu cloud questionnaire survey platform issued electronic questionnaires, after recovery after screening and effectiveness analysis of 605 valid questionnaires, and through factor analysis, structural equation model for data analysis, The theoretical model proposed in this paper is verified and modified, and the influencing factors of the acceptance behavior of home medical software online purchase are studied and verified, and the model of online purchase acceptance behavior which is more suitable for the special products of household medical software is put forward. The main conclusions are as follows: (1) online trust, performance expectation, low price, social impact and perceived risk have significant effects on the behavior intention of online purchase of household medical software. The perceived risk has a negative impact on consumer behavior intention, among which online trust has the greatest impact, followed by performance expectations, social impact, low price, perceived risk, Social impact. (2) try hard to expect in the acceptance behavior of home medical software online, convenience condition has no significant influence on behavior intention. (3) among the influencing factors, online trust and performance expectation, low price. Social impact, perceived risk factors are mutual influence, and this empirical study proves that online trust and perceived risk is negatively correlated. Finally, based on the results of this empirical study, this paper proposes some online market management strategies for household medical software.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F724.6;F713.55

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