关键词: 智慧（共享）中药房, 创新扩散理论, 使用意愿, 影响因素, 回归模型

Abstract:

Objective： The development of smart （shared） Traditional Chinese Medicine （TCM） pharmacy in China is still in the exploratory and primary stage， and there are few researches on consumer groups and influencing factors of the willingness to use. From the perspectbive of consumers， this study explores the influencing factors affecting consumers' use of smart （shared） TCM pharmacy services through questionnaire surveys， data statistics， and model analysis， and proposes strategic suggestions for the development of smart （shared） TCM pharmacy.Methods： Analyze the factors influencing the use of smart （shared） TCM pharmacy services based on innovation diffusion theory， identify relative advantage， testability， observability， social impact， performance expectation， perceived risk， and consumer innovativeness as latent variables， design a questionnaire on the willingness of consumers to use smart （shared） TCM pharmacy services， and construct a model of the influencing factors on the willingness of consumers to use smart （shared） TCM pharmacy services. Data were collected online and offline， and statistical analyses included questionnaire reliability and validity test， t-test and one-way ANOVA of different individuals' willingness to use， and correlation analysis between latent variables and willingness to use. The regression models between the influencing factors was constructed.Results： A total of 175 valid questionnaires were collected， and the effective rate of the questionnaires was 93.08%. The overall reliability was 0.962， the Alpha value of each latent variable was more than 0.7， the KMO=0.929， and the standardized factor loading of each measurement item under each latent variable was higher than 0.4. The results of the t-test and the one-way ANOVA showed that gender， age， educational level， occupation， and salary level had no statistically significant on the differences in the willingness to use smart TCM pharmacy services （P>0.05）. Correlation analysis showed that the correlation coefficient between individual innovativeness and willingness to use was 0.893， the correlation coefficients of performance expectation， social influence， observability， testability， and perceived usefulness were 0.873， 0.871， 0.830， 0.826， and 0.619， respectively， and the correlation coefficient of perceived risk was low at only 0.39. In the regression model， P-value of individual innovativeness， performance expectation and social influence are all less than 0.05， which are included in the model to obtain the regression equation as follows： willingness to use = 0.181 + 0.245 × consumer innovativeness + 0.068 × performance expectation + 0.052 × social influence， and the explanatory degree of the influencing factors for willingness to use in this regression model is 85.7%.Conclusion： Consumers' willingness to use the smart （shared） TCM pharmacy service is mainly affected by consumer innovativeness， performance expectation， and social influence， and the following suggestions are made： ① Explore a mature and stable operation mode， strengthen the integration of multiple medical service resources， provide convenient and fast medical consultation channels， enable the public to improve their health or satisfy their medical needs through this service， and meet the diversified needs of different user groups to increase performance expectation. ② Improve social influence， especially in terms of recommendation by medical staff， publicity and guidance of hospitals and Internet hospitals， etc.； ③ Provide free or low-priced opportunities to try out smart （shared） TCM pharmacy services for individuals with strong innovativeness， and promote the sharing and diffusion of experiential data and information， and continually broaden the channels of dissemination； ④ Continuously improve relevant laws and regulations， and continuously promote national policy support and incentives.

Key words: Smart , （shared） , TCM pharmacy； , Innovation diffusion theory； , Willingness to use； , Influencing factors； , Regression model