摘要：近几年，中国迅速发展起来的B2C电商模式带动了许多行业纷纷开始尝试新新的商务模式，医药行业也是其中之一，很多药品零售企业在网络业务中展开布局。然而，消费者对药品网购缺乏信心的现状成为了制约药品电商发展的因素之一。基于此，本文以调研为基本手段，从药店、网站、安全、服务几个方面考虑，提出研究假设，构建了药品电子商务消费者信任影响因素模型，设计出研宄的调查问卷，采访收集相关数据，再进行分析。文章主要分析消费者对药店声誉、网站品质、安全控制、服务因素和电商法律环境的评价及其对信任的影响因素，运用spss构建有序 Logistic 模型深入研究探索了对信任的影响因素。经分析可得，药店声誉、网站品质、安全控制、服务因素等因素对消费者信任有正向的影响，电商法律因素对消费者信任的影响并不显著。因此，网上药店应从提高药店声誉、提升网站品质、加强安全控制、提升线上服务质量这几个方面着手，增进消费者对药品网购的信任程度，进而助力我国药品电商的健康持续发展。

关键字：药品网购；消费者；信任；影响因素

Evaluation and Factors Influencing Consumer Trust in Online Pharmacies

---- Research Based on Logistic Model

Abstract：In recent years, with the rapid development of B2C e-commerce in china, many industries have tried to adopt new business mode, apply to the B2C model, the pharmaceutical industry is one of them. Many pharmaceutical retail enterprises began to layout network business. However, the lack of consumer confidence in the current situation of drug online shopping has become one of the factors restricting the development of pharmaceutical electricity supplier. Based on this, the writer did some research as a basic means, considering from the pharmacy, website, safety and service aspects, put forward the research hypothesis, construct the model of factors of pharmaceutical e-commerce trust, design questionnaire research, collect data, then analysis according to the results. The paper mainly analyzes the factors of consumers reputation, website quality, safety control, evaluation of service factors and legal environment and its impact on the business of trust, trust factors in-depth analysis using SPSS to construct ordered Logistic model. The results show that the reputation of the pharmacy, the quality of the website, the safety control and the service factors have a positive impact on consumer trust. Therefore, online pharmacies should improve the reputation and enhance the quality of the site, to strengthen safety control, improve the online service quality of several aspects, to enhance consumer confidence in online shopping products, to promote the healthy development of China's pharmaceutical business.

Key words: Drug online shopping; consumers; trust;

目录

摘要 1

关键字 1

Abstract 2

Key words 2

一、引言 2

（一）药品电商的现状 2

（二）药品电商的发展存在瓶颈 3

二、文献综述 3

（一）药品网购的含义 4

（二）影响药品网购意愿的因素 4

（三）影响药品网购信任的因素 4

三、研究假设及模型 5

（一）研究假设 5

（二）研究模型 6

四、研究设计与问卷 6

（一）变量定义 6

（二）问卷设计与调研方案 7

五、数据分析 7

（一）描述性统计 7

1、样本基本情况描述性统计 7

2、影响因素描述性统计 8

（二）回归分析 8

（三）假设检验结果讨论 9

六、结论与建议 9

（一）研究结论 9

（二）相关建议 9

致谢 10

参考文献 11

消费者对药品网购信任评价及其影响因素——基于有序Logistic模型的实证分析

一、引言

（一）药品电商的现状