Analysis of Influencing Factors of Consumer Behavior in Online Medicine Consumption

Abstract

To study the purchase behavior of online medicine consumption, it is necessary to firstly obtain user reviews of online medicine consumption experience, and to study what factors affect consumer satisfaction; secondly, considering that corporate image will have an impact on consumer purchase decisions, we added it to the satisfaction model to improve the hypothesis model of the empirical research, and developed related research scales. Then, the data were collected in the form of a questionnaire. Through regression analysis, the two assumptions of the positive impact of recognition on customer satisfaction and the negative effect of consumption expectation on satisfaction are not established, and a revised model is obtained. Through empirical research, this paper concludes that the familiarity of corporate image has a negative impact on consumer satisfaction, while quality perception and perceived value have a positive impact on it.