Research On User Acceptance Willingness Of Household Medical Equipment O2O E-commerce Model Based On TAM Model

In recent years.with the rapid development of the Internet and electronic information technology,the concept of "Internet +" has penetrared into all areas of social life.The development of "Internet + Medicine" has become the focus of research in the field of medical and health care.An important part of the product,e-commerce has developed rapidly in recent years.The O2O e-commerce model for home medical devices is to apply the O2O e-commerce model to the sales industry of home medical devices.to build a network sales platform and to integrate with offline experience stores.You can select medical device products online,and experience the performance of related products online,accept relevant consulting technical guidance services,and combine online and offline to enhance the user shopping experience.Research purposes and significance:The development of O2O e-commerce model for home medical devices in China's pharmaceutical industry is still infancy.This paper hop es to make up for the gap in the acceptance of household medical device users in O2O mode through academic research.Construct a theoretical research model and conduct empirical research from the user's point of view to identify the key influencing factors of the user's willingness to accept the O2O e-commerce model for home medical devices.and verify the hypothetical relationship between the influencing factors.Identify defects and problems in products and serv ices under the O2O e-commerce model for home medical devices,improve the quality of products and services,and increase users' willingness to use home medical device products and services under this modelthereby enhancing customers.Satisfaction and loyalty.in order to promote the booming of the O2O e-commerce model for home medical devices.Research method:This study decides to adopt the classical TAM technology acceptance model as the basic theoretical modell of this paper by summarizing relevant theories about the technology acceptance willing model at home and abroad.Combined with the distinctive characteristics o f the O2O e-commerce model of the home medical device and the user group characteristics?the consumer innovvation?social impact?perceived risk?consumer trust?online user experience and offline external merchants have six external potential variables.Based on the TAM M model,the O2O e-commerce model for household medical devices accepts the willingness model.This study used emp irical research methods to obtain research data by issuing online questionnaires,and collected a total of 304 valid questionnaires.The scientific validy of the data is verified by the reliability and validity test,and the structural goodness test and the model fit degree test are further applied by the structural equation model.Finally.the influence relationship b etween each influencing factor and the willingness to use is verified.The erification result of the relevant hypothesis is presented.Research result and conclusions:The empirical analysis of the structural equation model shows that the user-accep ted theoretical model constructed in this study can well explain the user's willingness to accept and use the O2O e-commerce model for home medical devices.except that consumer trust is perceived risk.The relationship between consumer innovation and the user's willingness to use the two hypothetical relationship is not valid.and the relationship between other influencing factors has been verified.The influence degree of each influencing factor on the willingness to use is:social impact?perceived ease of use?offline merchant presence?online user experience?perceived usefulness?consumer trust?perceived risk.According to the conclusions of the empirical research and the results of the offline research interviews,combined with the significance of the influence of various factors.this paper proposes the following five aspects for the development of O2O e-commerce model for home medical device sales enterprises:(1)increase publicity efforts(2)improve the overall quality of online websites,focus on the consumer's experience and needs;(3)improve the credibility and reputation of the conpany,reduce the perceived risk of users:(4)enhance the overall image of the offline experience store Further strengthen techical guidance and after-sales protection:(5)increase users' useful perception and ease of use.Finally,the author summarizes the shortcomings of this research and further prospects and research directions.and hopes to provide reference for future academic research in related fields.