Study On Purchasing Behavior And Influencing Factors Of Chinese Medical E-commerce Platform Customers

Objective: The theoretical guidance of this study is the theory of consumer purchasing behavior and CCSI model.The purchasing behavior of Chinese pharmaceutical e-commerce platform customers was investigated by questionnaire and the influencing factors were analyzed.It provides a reference and basis for promoting the purchasing behavior of Chinese pharmaceutical e-commerce platform customers and promoting the better development of the industry.Methods: Firstly,this study used literature method to understand the current status of research on pharmaceutical e-commerce industry by domestic and foreign scholars.Analyzed the possible factors affecting the purchasing behavior of customers on the pharmaceutical e-commerce platform.Secondly,questionnaire survey method was adopted.The questionnaire was designed by referring to the influential factors scale of pharmaceutical e-commerce developed by domestic and foreign scholars.And distributed through the “Wen Juan Xing” platform.Finally,descriptive statistical analysis,structural equation modeling analysis and other research methods were used to process,describe and study the sample data by using SPSS 26.0 software and AMOS 24.0 software.Results:(1)Different demographic characteristics were used to analyze the difference of purchasing behaviors and influencing factors of pharmaceutical e-commerce customers.The results found that: there are significant differences in the characteristics of demographics for each dimension,such as gender,the level of education,career,monthly personal income,etc.;Service quality,product quality,perceived value,consumer satisfaction,and consumer purchasing behavior dimensions are significantly different in terms of age characteristics.(2)The empirical analysis shows that customer satisfaction can significantly promote the he purchasing behavior of pharmaceutical e-commerce platform customer.Website design quality to curb customer satisfaction.Service quality and perceived value can contribute to the satisfaction evaluation of pharmaceutical e-commerce platform consumer.The positive influence of service quality has the strongest effect.Brand image and expected quality indirectly affect the satisfaction evaluation of pharmaceutical e-commerce platform consumer through the influence on website design quality and service quality.The moderating effect of gender and personal monthly income on the relationship between product quality and consumer satisfaction can be considered as a weaker effect of product quality on consumer satisfaction.Conclusion: The pharmaceutical e-commerce industry can improve customers’ satisfaction and promote customers’ purchase behavior by optimizing the website design,standardizing the display of relevant qualifications,realizing personalized services and humanistic care services,enhancing the quality of pharmaceutical care,improving the logistics distribution system,increasing the platform publicity and maintenance,enhancing the platform image,etc.