基于SOR模型的在线健康社区用户药品购买意愿研究
On Drug Purchasing Intention of Online Health Community Users Based on SOR Model
杨平 1肖遗规 1钟军1
作者信息
- 1. 湖南工业大学商学院,湖南株洲 412007
- 折叠
摘要
近年来,互联网逐渐成为一种被广泛接受的购买产品和服务的方式,在线健康社区购买药品也不例外.基于SOR模型与信任理论,构建在线健康社区用户药品购买意愿的理论模型,探究药品价值属性(S)、感知信任(O)以及购买意愿(R)之间的作用机理过程.通过问卷调查收集有效样本数据314份,使用SPSS 23和AMOS 26检验分析模型并验证所提出的假设.研究结果表明,药品有效性和价格是两个强影响因素,显著正向影响用户药品购买意愿,且在此过程中,感知信任的中介效应明显;药品安全性对感知信任影响不显著,但对购买意愿具有显著正向影响.研究为后续在线健康社区用户消费行为研究奠定了基础,也进一步丰富了SOR理论的研究内容.
Abstract
In recent years,the Internet has gradually become a widely accepted way to purchase products and services,and the purchase of medicines in online health communities is no exception.Based on the SOR model and trust theory,a theoretical model of online health community users'willingness to purchase medicines is con-structed to explore the mechanism process between the value attribute(S),perceived trust(O)and willingness to purchase(R)of medicines.A total of 314 valid sample data were collected through questionnaires,and SPSS 23 and AMOS 26 tests were used to analyze the model and verify the proposed hypotheses.The results of the study show that drug effectiveness and price are two strong influencing factors that significantly and positively affect users'willingness to purchase drugs,and in this process,the mediating effect of perceived trust is obvious;drug safety does not have a significant effect on perceived trust,but has a significant positive effect on willingness to pur-chase.The study lays a foundation for subsequent research on user consumption behavior in online health commu-nities and further enriches the research content of SOR theory.
关键词
SOR模型/信任理论/在线健康社区/购买意愿Key words
SOR model/trust theory/online health communities/purchase intention引用本文复制引用
基金项目
湖南省自然科学基金青年基金(2021JJ40183)
出版年
2024
NETL
NSTL
维普
万方数据