医药电子商务的服务质量对顾客满意度的影响 -感知价值的中介效应-

Abstract

As of January 2021, the number of Internet users worldwide reached 4.66 billion, with a penetration rate of 59.5 percent. The COVID-19 pandemic is driving consumers to the Internet for shopping. 77％ of the world’s Internet users shop online every month. In order to reduce the risk of cross-infection in public places, purchasing drugs through the Internet has also become a safer and more convenient way to obtain drugs. 72% of American adults buy medicines online, more than 90% of pharmacies owned by the European Pharmacists Association order medicines online, and one in five medicines in Switzerland are sold over the Internet. Although China’s pharmaceutical e-commerce industry started late, it has developed rapidly. 60.3% of the residents said they had used e-commerce platforms to buy medicine in the past year, and the frequency of buying medicine reached 5.8 times per person per year. During the special period of COVID-19, consumers became more and more accepting of online drug purchase. Therefore, it is helpful to guide the development direction of the industry to grasp the satisfaction degree of consumers on the quality of medical e-commerce service. The influence of medical e-commerce service quality on customer satisfaction was analyzed from five dimensions of medical e-commerce service reliability, response service enthusiasm, website service security, product service economy and logistics service quickness. At the same time, it also studies the mediating effect of consumer perceived value on service quality and satisfaction of e-commerce. Based on the American Customer Satisfaction Index (ACSI) model, this study extracted the relationship among service quality, perceived value and Customer Satisfaction in the model, combined with the SERVQUAL conceptual model of service quality. Based on the existing research results, set up a questionnaire and conduct investigation and analysis. Factor analysis, correlation analysis, regression analysis and mediating effect test were used to study the data through SPSS 26. It is concluded that perceived value has a mediating effect on the effect of service quality of pharmaceutical e-commerce on customer satisfaction: service reliability of e-commerce, enthusiasm of response service, website service security, economy of product and service, and speed of logistics service. Through the research shows that medical e-commerce should strengthen the platform brand construction; In the pharmaceutical retail market to try to reduce drug prices; And should speed up the development of network technology; To ensure the security and stability of network services; Improve the intelligent level of logistics service to improve the efficiency of distribution. Emphasis should be placed on improving the professionalism and affinity of medical e-commerce service personnel to increase consumer trust. We will promote the steady and healthy development of the pharmaceutical e-commerce industry.