【摘要】：如今的大眾對于健康、慢性病的管理意識提升,以及中國老齡化的加劇,家用醫(yī)療器械慢慢走進(jìn)了千家萬戶,最值得關(guān)注的是家用醫(yī)療器械在健康消費(fèi)支出中所占比例逐年提高。伴隨著國內(nèi)電子商務(wù)成熟發(fā)展以及與家用醫(yī)療器械有關(guān)的國家政策放開同時,國內(nèi)企業(yè)生產(chǎn)產(chǎn)品的比例在逐年提高,尤其是一類軟件型的家用醫(yī)療器械,但從現(xiàn)狀來看消費(fèi)者對是否采用網(wǎng)購這一途徑采購家用醫(yī)療軟件產(chǎn)品還處于觀望中,如何確定消費(fèi)者對于此類產(chǎn)品的網(wǎng)購接受行為影響因素,是值得用科學(xué)的手段進(jìn)一步研究的,并且大眾對于健康的不斷追求,也急需要把健康需求上升為科學(xué)問題,也能為家用醫(yī)療軟件未來的發(fā)展掃清障礙。家用醫(yī)療器械產(chǎn)品的開發(fā)與其市場的發(fā)展對于提高我國醫(yī)療器械產(chǎn)業(yè)格局,滿足大眾對健康生活的追求,保障醫(yī)療衛(wèi)生體制改革等相關(guān)國家政策的實(shí)施等方面的意義不言而喻。國內(nèi)外學(xué)者對網(wǎng)購接受行為的研究中普遍認(rèn)為感知風(fēng)險和信任對網(wǎng)購有顯著影響,但是很少將二者相結(jié)合起來研究。本文總結(jié)家用醫(yī)療軟件的的特殊性以及產(chǎn)品特點(diǎn),利用技術(shù)接受與利用整合擴(kuò)展模型,加入了網(wǎng)購時普遍存在的感知風(fēng)險因素,并且根據(jù)產(chǎn)品特征特別的添加了線上信任維度,構(gòu)建了家用醫(yī)療軟件網(wǎng)購接受行為影響因素模型。本次實(shí)證研究通過百度云問卷調(diào)研平臺發(fā)放電子問卷,回收后經(jīng)過篩選和有效性分析取得了有效問卷605份,并通過因子分析、結(jié)構(gòu)方程模型進(jìn)行數(shù)據(jù)分析,對本文提出的理論模型進(jìn)行了驗(yàn)證和修正,對家用醫(yī)療軟件網(wǎng)購接受行為影響因素進(jìn)行研究驗(yàn)證,提出了更加適合家用醫(yī)療軟件的特殊產(chǎn)品的網(wǎng)購接受行為的模型,并且得到如下主要結(jié)論:(1)線上信任、績效期望、低價、社會影響和感知風(fēng)險對家用醫(yī)療軟件網(wǎng)購接受行為的行為意向有顯著的影響,其中的感知風(fēng)險對消費(fèi)者的行為意向有負(fù)向影響,其中在線信任的影響最大,其次是績效期望、社會影響、低價、感知風(fēng)險、社會影響。(2)在家用醫(yī)療軟件網(wǎng)購接受行為中努力期望、便利條件對行為意愿沒有顯著的影響。(3)在家用醫(yī)療軟件網(wǎng)購接受行為影響因素中,線上信任與績效期望、低價、社會影響、感知風(fēng)險因素之間是相互影響的,并且本次實(shí)證研究證明了線上信任與感知風(fēng)險之間是負(fù)相關(guān)的。最后,本文基于此次實(shí)證研究的結(jié)果,提出了一些家用醫(yī)療軟件的線上市場的管理策略。
[Abstract]:Nowadays, the public's awareness of health, chronic diseases and the aging of China has increased, and household medical devices have slowly entered thousands of households. The most important concern is that the proportion of household medical devices in health spending is increasing year by year. With the mature development of domestic electronic commerce and the opening up of national policies related to household medical devices, the proportion of products produced by domestic enterprises is increasing year by year, especially a class of software-based household medical devices. However, judging from the current situation, consumers are still on the wait-and-see way to purchase household medical software products through online shopping, and how to determine the influencing factors of consumers' acceptance behavior for this kind of products. It is worth further research by scientific means, and the continuous pursuit of health by the public, also the urgent need to raise the demand for health into a scientific problem, can also clear the way for the future development of home medical software. The development of household medical device products and the development of its market are self-evident in improving the industrial pattern of medical devices in our country, satisfying the pursuit of healthy life for the public, ensuring the implementation of relevant national policies such as the reform of the medical and health system, and so on. Scholars at home and abroad generally believe that perceived risk and trust have a significant impact on online shopping, but rarely combine the two. This paper summarizes the particularity of household medical software and product characteristics, using technology to accept and use the integrated expansion model, to add the prevailing perceived risk factors in online shopping, and to add a special online trust dimension according to the product characteristics. A model of influencing factors of online purchase behavior of household medical software was constructed. The empirical research through Baidu cloud questionnaire survey platform issued electronic questionnaires, after recovery after screening and effectiveness analysis of 605 valid questionnaires, and through factor analysis, structural equation model for data analysis, The theoretical model proposed in this paper is verified and modified, and the influencing factors of the acceptance behavior of home medical software online purchase are studied and verified, and the model of online purchase acceptance behavior which is more suitable for the special products of household medical software is put forward. The main conclusions are as follows: (1) online trust, performance expectation, low price, social impact and perceived risk have significant effects on the behavior intention of online purchase of household medical software. The perceived risk has a negative impact on consumer behavior intention, among which online trust has the greatest impact, followed by performance expectations, social impact, low price, perceived risk, Social impact. (2) try hard to expect in the acceptance behavior of home medical software online, convenience condition has no significant influence on behavior intention. (3) among the influencing factors, online trust and performance expectation, low price. Social impact, perceived risk factors are mutual influence, and this empirical study proves that online trust and perceived risk is negatively correlated. Finally, based on the results of this empirical study, this paper proposes some online market management strategies for household medical software.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F49;F724.6;F713.55

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