北京市居民购药渠道由线下向线上迁徙意愿及影响因素研究

Study on Residents" Willingness to Migrate to Drug Purchasing Channels and Channel Development Strategies--Taking Beijing as an Example

关键词:  购药选择  渠道迁徙意愿  网上药店  实体药店  推力—拉力—锚定理论

Key words:  drug purchasing choices, channel migration intentions, online pharmacies, brick-and-mortar pharmacies, push－pull－mooring theory

摘要:

目的：探讨影响居民药品购买渠道迁徙意愿的各种因素，并提出线上线下渠道融合发展的策略，以应对当前的市场变革。方法：基于理论框架，从利益相关者角度出发，确定多个反映型指标，组成形成型指标，构建二阶结构方程模型，运用SPSS26.0和SmartPLS4.0软件进行数据处理分析。结果：66.6%的受访者对渠道迁徙意愿持积极态度，购药渠道偏好（P<0.001）、年龄（P=0.003）、家庭人均月收入（P=0.049）和近期网购药品频率（P=0.033）变量显著影响迁徙意愿。居民购药渠道由线下向线上迁徙的意愿，受到由产品特征和风险感知组成的推力因素（P=0.012）的正向作用；受到由感知有用性、感知易用性、健康意识和感知收益组成的拉力因素（P<0.001）的正向作用；受到由感知成本和主观规范组成的锚定因素（P=0.019）的负向作用，同时负向调节推力因素对迁徙意愿起到的正向作用（P=0.049）。结论：根据多种因素对双渠道发展的影响作用，从政府部门、双渠道药品销售主体和居民三个角度出发为双渠道发展策略展开讨论。

Abstract:

OBJECTIVE: To explore the various factors affecting residents' willingness to migrate to drug purchase channels, and to propose a strategy for the integrated development of online and offline channels to cope with the current market changes. METHODS: Based on the theoretical framework, from the perspective of stakeholders, multiple reflective indicators were identified, formative indicators were composed, second-order structural equation model was constructed, and data processing and analysis were carried out using SPSS26.0 and SmartPLS4.0 software. RESULTS: 66.6% of the respondents had a positive attitude towards the willingness to migrate channels, and the variables of preference of drug purchasing channels (P<0.001), age (P=0.003), per capita monthly household income (P=0.049), and frequency of recent online drug purchases (P=0.033) significantly influenced the willingness to migrate. Residents' willingness to migrate from offline to online drug purchasing channels was positively influenced by push factors (P=0.012) consisting of product characteristics and risk perception; and by the variables consisting of perceived usefulness, perceived ease of use , health awareness and perceived benefit; positively influenced by a pull factor (P<0.001) consisting of perceived cost and subjective norms; and negatively moderated by an anchor factor (P=0.019) consisting of perceived cost and subjective norms, while negatively moderating the positive effect that the push factor had on migration intentions (P=0.049). CONCLUSION: Based on the influence of multiple factors on the role of dual-channel development, a discussion for the dual-channel development strategy from three perspectives: government departments, dual-channel drug sales subjects and residents.