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• W4309951157 abstract "<sec> <title>BACKGROUND</title> The ongoing impact of the COVID-19 epidemic has further increased the scale of online medical transactions. It is an important issue to identify the facilitators and barriers of consumers’ online medicine purchasing to promote online medical transactions and the long-term development of medical e-commerce under the COVID-19 epidemic. However, there is a dearth of knowledge about the influencing factors of online medicine purchasing under the COVID-19 epidemic. </sec> <sec> <title>OBJECTIVE</title> Therefore, this study aimed to investigate the drivers and barriers of consumers’ online medicine purchasing on medical e-commerce platforms under the COVID-19 epidemic by employing MEC theory. </sec> <sec> <title>METHODS</title> An empirical study with a proposed research model that consisted of 3 independent variables (product quality, service quality, system quality), 2 mediators (perceived value and risk perception of medical e-commerce platform), 1 dependent variable (online medicine purchasing), and 4 control variables (age, gender, income, and education) was conducted. Multi-item scales adopted from well-established research were used to measure the variables. An online survey involving 530 participants was conducted among medical e-commerce users in March 2022 to collect data. (PLS)-SEM method was adopted to validate the hypotheses. </sec> <sec> <title>RESULTS</title> The response rate was 79.1% (419/530). Reliability and validity of measurement model were acceptable. System quality showed the strongest positive impact on perceived value of medical e-commerce platform and negative impact on risk perception of medical e-commerce platform among three qualities. Perceived value was positively associated with online medicine purchasing. Consumers’ personal health literacy and risk perception of COVID-19 epidemic also had a positive impact on online medicine purchasing. </sec> <sec> <title>CONCLUSIONS</title> This study identified potential factors that affect online medicine purchase decision-making from the perspectives of individual, platform and situation based on the MEC (Mean-end-chain) theory and consumer decision-making process. Results indicate that perceived quality, perceived value, personal health literacy and risk perception of epidemic were significantly associated with consumers’ online medicine purchasing. Our study contributes to the underlying mechanism of online medicine purchasing behavior in the context of COVID-19 epidemic and provides practical implications for medical e-commerce platforms. </sec>" @default.
• W4309951157 created "2022-11-30" @default.
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• W4309951157 date "2022-11-07" @default.
• W4309951157 modified "2023-09-29" @default.
• W4309951157 title "Using A Consolidated Framework Based on MEC Theory to Investigate Online Medicine Purchasing Under the COVID-19 Epidemic: Cross-Sectional Questionnaire Study (Preprint)" @default.
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• W4309951157 doi "https://doi.org/10.2196/preprints.41746" @default.
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