Research on the Willingness of Medical E-commerce and Its Influencing Factors

Corresponding author: WangXiaofan, wxfruc@163.com

DOI: 10.12201/bmr.202008.00014

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  Abstract: : Objective: To investigate users willingness to use pharmaceutical e-commerce platforms and influencing factors to construct a theoretical model of the continued use of pharmaceutical e-commerce platform and use structural equation model to test. The results show that perceived usefulness and user subjective norms positively affect users willingness to continue using the platform, perceived ease of use affects the willingness to continue using the platform through the intermediary of perceived usefulness, and perceived risk negatively affects the willingness to continue using the platform. Based on this, platform company should carry out design innovation, word-of-mouth publicity, and build an ecological chain.

  Key words: Medical; e-commerce；Continuous; use intention；Structural equation model

  Submit time: 15 September 2020

  Copyright: The copyright holder for this preprint is the author/funder, who has granted biomedRxiv a license to display the preprint in perpetuity.
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  1	2020-08-17	bmr.202008.00014V1	Download

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