论文部分内容阅读
针对中药命名方式对药品购买意愿的影响问题,本研究通过实验方法观察了命名方式、信息来源和药店类型对购买意愿的影响。通过比较以药物成分、药物成分+针对病症、药物成分+针对病症+夸饰三种药品方式对于被试药品购买意愿的影响发现,被试偏好药物成分+针对病症命名方式,药物成分+针对病症+夸饰次之。实验还发现,命名方式与信息来源,药店类型分别发生的交互作用也会对被试药品购买意愿产生影响或有调节作用,在信誉较高的全国连锁药店情景中,对以成分+针对病症与成分+针对病症+夸饰命名的药品的选择频度几近持平。作者讨论了这些发现对药品管理和营销工作的启示。
In view of the impact of the naming convention of Chinese medicine on the purchase intention of the medicine, this study observes the influence of the naming style, the source of information and the type of pharmacy on the purchase intention through experimental methods. By comparing the influence of the three components of the drug component, the drug component + the symptom, the drug component + the symptom + the exaggeration on the purchase intention of the tested drugs, the subjects preferred the drug component + the name of the disorder, the drug component + Quite second. The experiment also found that the interaction between the naming method and the source of information and the type of pharmacy respectively would have an impact on the purchase intention of the tested drugs or have a regulatory effect. In the national credit pharmacy scene with higher credit, Composition + The frequency of selection for the illness + exaggerated name of the drug almost flat. The authors discuss the implications of these findings for drug management and marketing efforts.