网络购药行为影响因素评价模型的构建  

Constructing an evaluation model for influencing factors of online medicine purchasing behavior

作　　者：邱诗涵 刘玉颖 黄哲[1] 李慧[1] 陈羽[3] QIU Shihan;LIU Yuying;HUANG Zhe;LI Hui;CHEN Yu(School of Business Administration,Shenyang Pharmaceutical University,Shenyang 110016,China;Shenyang Agricultural and Commercial Bank,Shenyang 110004,China;School of Life Science and Biopharmaceutics,Shenyang Pharmaceutical University,Shenyang 110016,China)

机构地区：[1]沈阳药科大学工商管理学院,辽宁沈阳110016 [2]沈阳农商银行,辽宁沈阳110004 [3]沈阳药科大学生命科学与生物制药学院,辽宁沈阳110016

出　　处：《沈阳药科大学学报》2020年第4期356-363,共8页Journal of Shenyang Pharmaceutical University

基　　金：教育部人文社会科学研究项目(18YJCZH060);辽宁省教育项目(2017WZD03)。

摘　　要：目的我国网上药店发展迅速,但是网上药店销售药品的份额仍较低,为提高消费者网络购药行为,针对网络购药行为的影响因素,构建网络购药行为影响因素的评价模型。方法从消费者网络购药行为的角度出发,识别网上药店消费者购药行为的影响因素,并建立系统的评价指标体系,基于模糊理论和多指标评价方法,构建网络购药行为影响因素的评价模型。结果根据文献研究和专家调研结果,识别得到影响网络购药行为的四个因素,即药品供应、网站建设、药学服务和售后服务,构建了系统的评价指标体系,并建立了基于模糊群决策的网络购药行为影响因素评价模型。最后通过一个算例证明了网络购药行为影响因素评价模型的可行性。结论通过构建科学的评价指标体系,采用模糊群决策的方法构造评价矩阵,能够对网络购药行为的影响因素进行科学评价,针对评价结果可以提出建设性意见,对于提高网上药店的药品销售量、促进我国网上药店的进一步发展有实际的应用价值。Objective China's online pharmacies have developed rapidly,but the share of medicines sold online is still low.In order to encourage online medicine purchase,an evaluation model for the influencing factors of online medicine purchasing behavior is constructed.Methods The influencing factors for consumers'medicine purchasing behavior of online pharmacies are identified from the perspective of consumers and an evaluation criteria system is built.Based on the fuzzy theory and the multi-index evaluation method,an evaluation model for influencing factors of online medicine purchasing behavior is set up.Results According to the results of literature research and expert investigation,f our influencing factors for online medicine purchasing behavior are identified,including medicine supply,website construction,pharmaceutical service and after-sale service.Then the evaluation criteria system for each factor is obtained.Based on the theory of fuzzy evaluation and group decision making,an evaluation model of online medicine purchasing behavior is established.Finally an example is given to illustrate the feasibility of the proposed model.Conclusion A scientific evaluation for the influencing factors of online medicine purchasing behavior can be achieved through the construction of a scientific evaluation criteria system and the fuzzy evaluation and group decision-making.According to the evaluation results,constructive suggestion can be put forward,which has practical value for improving the drug sales of online pharmacies and the further development of online pharmacies in China.

关 键 词：网络购药 指标体系 模糊评价 群决策 

分 类 号：F27[经济管理—企业管理]