在线健康网站中用户购买保健食品的影响因素研究
A Study on the Influencing Factors of Users'Purchase of Health Food on Online Health Websites
徐文博 1吉丽君 2卢智增3
作者信息
- 1. 锦州医科大学附属第一医院(锦州 121000)
- 2. 锦州医科大学图书馆(锦州 121000)
- 3. 桂林理工大学公共管理与传媒学院(桂林 541000)
- 折叠
摘要
探讨健康网站用户购买保健食品行为的影响因素,对于优化在线健康服务具有重要意义.以精细可能性模型(ELM)为理论框架,通过对国内某知名在线健康网站的用户订单记录进行分析,研究发现保健食品自我展示的信息丰富度和用户好评率与用户购买选择呈显著正相关,而价格差异则呈显著负相关.用户的疾病风险增强食品质量的正向作用,减弱食品价格的负向作用;购买经验削弱用户信息的正向作用,强化食品价格的负向作用.研究对于理解用户购买保健食品的行为决策过程具有重要意义,同时也为保健食品企业和健康网络平台提供有针对性的营销策略和优化方向.
Abstract
Explore the influencing factors of users'purchase behavior of health food on health websites,which is of great significance for optimizing online health services.Using the Elaboration Likelihood Model(ELM)as the theoretical framework,analyze user order records from a well-known domestic online health website.The study finds that the information richness of health food self-presentation and user positive feedback rates are significantly positively correlated with users'purchase choices,while price differences are significantly negatively correlated.Users'perceived disease risk enhances the positive effect of food quality,and weakens the negative effect of food price;Purchase experience weakens the positive effect of user information,and strengthens the negative effect of food price.The research is of great significance for understanding the decision-making process of users'purchase of health food,and also provides targeted marketing strategies and improvement directions for health food companies and health network platforms.
关键词
健康网站/保健食品/精细可能性模型/购买选择Key words
health website/health food/elaboration likelihood model/purchase choice引用本文复制引用
出版年
2024
NETL
NSTL
万方数据