市场营销-影响消费者选择移动医疗APP的因素分析——以“平安好医生”为例论文VIP免费

影响消费者选择移动医疗 APP 的因素分析——以“平安好医生”为例【摘要】在互联网这一技术快速发展和移动医疗进行广泛推广与实践的大背景下，我们可以看到不同消费者对移动医疗 APP 的选择存在较大的不同。本文以”平安好医生 APP”为例子，找出最合适研究的外部变量并参考了国内外成熟量表提出本文研究框架模型探究哪些因素影响消费者选择一款移动医疗APP。本文利用 SPSS21.0 统计软件，将搜集到的数据通过统计分析，研究发现感知有用性、信息质量、主观规范变量对消费者接受行为呈正相关，其中的信息质量、感知易用性这两变量又对感知有用性呈正相关，同时感知风险对感知有用性、用户接受行为没有呈现较大的负相关。根据以上的分析，为了我国移动医疗 APP 行业更好的发展本文就此提出一些建议。【关键词】移动医疗 APP；平安好医生；影响因素；市场调查；建议Analysis of factors influencing consumers' choice of mobile medical APP——Take "safe and good doctor" as an example[Abstract] under the background of the rapid development of Internet technology and the extensive promotion and practice of mobile medical, we can see that different consumers have different choices on mobile medical APP. Taking "safe and good doctor APP" as an example, this paper finds out the most appropriate external variables for research and proposes a research framework model based on the mature scales at home and abroad to explore which factors affect consumers' choice of a mobile medical APP.Using spss21.0 statistical software, this paper analyzes the data collected, and finds that perceived usefulness, information quality, and subjective normative variables are positively correlated with consumer acceptance behavior, among which information quality and perceived ease of use are positively correlated with perceived usefulness, while perceived risk is not negatively correlated with perceived usefulness and user acceptance behavior relevant. Based on the above analysis, this paper p...