An Empirical Study On E-Business Customer Satisfaction In T Pharmaceutical Companies Based On Structural Equation Model

As online shopping has gradually become a daily shopping lifestyle for consumers,under the rapid development of “Internet +”,pharmaceutical products are the development and extension of a new field of e-commerce,but due to current policies,The entry threshold for medical e-commerce is relatively strict,the sales of prescription drugs have not been allowed to be sold online,the way in which online insurance can not be realized,and so on,all of which make the market penetration rate of pharmaceutical e-commerce relatively low,and consumers for medicine The recognition of e-commerce is not high,and the trust is not enough.Under the development environment of medical e-commerce in China,does the medical e-commerce understand the satisfaction of customers in the whole consumption process,and can prepare to find the customers who are satisfied with the pharmaceutical e-commerce Influencing factors of degree,and in response to these influencing factors,can we take corresponding effective measures to promote the healthy and sustainable development of pharmaceutical e-commerce.The research object of this thesis is T-pharmaceutical enterprise e-commerce.Based on the theory of customer satisfaction and the status quo and characteristics of the enterprise,and based on the satisfaction model constructed by the former scholars,the customer satisfaction model of T-medicine enterprise is constructed,including purchase.Ten potential variables of expectations,e-commerce reputation,website design,transaction payments,product quality,logistics services,after-sales service,customer satisfaction,customer loyalty and customer complaints.In the pre-investigation stage,the effectiveness of the questionnaire index system construction was checked by factor analysis.The questionnaire survey method was used to empirically study the e-commerce customers of T-pharmaceutical enterprises or the customer satisfaction with online shopping experience.The structural equation method was used to evaluate various potential factors and customer satisfaction.Descriptivestatistics of the data were carried out with SPSS software.The model was set and run by AMOS software.The path coefficient graph of the e-commerce customer satisfaction model of T-medicine enterprise was obtained.The factors have been empirically analyzed and analyzed.Finally,based on the current situation of T-pharmaceutical e-commerce and the characteristics of operational models,the corresponding suggestions and countermeasures are put forward.The research of this thesis is mainly for the detailed analysis of customer satisfaction for T-pharmaceutical e-commerce.Although it can not be widely applied to other medical e-commerce,it has certain reference and reference value for similar e-commerce,thus promoting The healthy development of medical e-commerce,to achieve a win-win situation for customer satisfaction and healthy development of medical e-commerce.