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摘要医药电商作为一种新兴的医药销售渠道，近些年来发展较快，但仍有许多限制其进一步发展的瓶颈，其中消费者信任就是重要影响因素之一，因此对其进行研究有着重要的现实意义。本文综合运用文献研究法、问卷调查法、多学科结合、对比研究等方法对医药电商的消费者信任影响因素进行实证研究，并发现8项因素对消费者信任医药电商有着显著的正向影响，因此本文认为医药电商应通过保证平台质量、提高平台声誉、保障交易安全、加强在线服务、完善物流配送、增强售后服务、注重法律法规等措施来增强消费者对医药电商的信任度，以促进我国医药电商行业的迅猛发展。51882
The pharmaceutical business, as a new kind of medicine sales channels, in recent years, rapid development, but there are still many bottleneck of its further development, the consumer trust is one of the most important factors, so the research has important practical significance. Combined with the integrated use of literature research method, questionnaire survey method, multidisciplinary, comparative study of methods for medical providers of consumer trust influencing factors for empirical research, and found that eight factors of consumer trust of the pharmaceutical business has a significant positive effect. Therefore, the author thinks for the pharmaceutical business should be adopted to ensure the quality of the platform, improve the reputation of the platform, transaction security, strengthen the online services, improving the logistics and distribution, to strengthen after-sales service, pay attention to laws, regulations and other measures to enhance consumer trust of the pharmaceutical business of, in order to promote the rapid development of China's pharmaceutical electric business industry.
毕业论文关键词：医药电商； 消费者信任； 影响因素；
Key words: Pharmaceutical electricity suppliers; consumer trust; influencing factors;
目 录
图表目录 4
1 引言 5
1.1 研究背景 5
1.2 研究的意义 6
1.3 研究内容 6
1.4 拟解决的主要问题 6
2 文献综述 7
2.1 医药电子商务概念: 7
2.3 医药电商的具体存在形式及其运作模式 8
2.4 医药电商发展现状 8
2.5 存在问题 9
3 消费者信任的影响因素研究 9
3.1 研究模型与假设 9
3.1.1 研究模型 9
3.1.2 研究假设 11
3.2 研究方法 11
3.3 数据分析与假设检验