背景:在德国,网上药店的使用率低于其他电子商务网站。购物行为与消费行为不对应,因为网上购买主要是非处方药(OTC)。
目的:本研究的目的是了解网上药店客户在采用网上药店的关键因素方面的购买体验。
方法:本研究检查了感知风险,感知信任,以及与在线购买药物有关的情绪,因此,对网上药店的购买意向。在学科内设计中(N=37名参与者),对2家对风险和信任感不同的德国网上药店的主要业务进行了调查,即OTC和处方药。初步研究的结果导致1个在线药房具有高和1个具有显著低的自我报告风险的预研究样本。在购买期间和之后的情绪测量情况如下:(1)使用功能近红外光谱的神经评估过程,(2)通过面部表情分析(FaceReader)在使用在线药房期间的自动直接运动反应,(3)通过自我报告进行主观评价。根据两种产品类型在两家药店的购物体验,风险,信任,对药房的购买意愿使用自我评估进行评估。
结果:2家网上药店的风险评级不同,信任,情感,和购买意向。高风险药房也被认为具有较低的信任度,反之亦然。从高风险药房购买处方药时,与从低风险药房购买处方药相比,在客户脸上明显更强的负面情绪表达以及腹内侧前额叶皮层和背内侧前额叶皮层的不同神经激活。结合OTC药物。与此相符,顾客的自我评价显示高风险药房的负面情绪较高,低风险药房的负面情绪较低。此外,评级显示高风险药房的购买意愿较低。
结论:使用多方法测量,我们发现,先前的神经激活和随后对网上药店的口头评估反映在顾客的即时情绪面部表情中。高风险的网上药店和处方药会导致更强的负面情绪面部表情,并触发神经评估过程,暗示感知损失。低风险的网上药店和OTC药物会导致负面的面部表情减弱,并触发神经评估过程,这意味着确定性和感知的奖励。结果可以解释为什么在线购买OTC药物比处方药更频繁。
BACKGROUND: Online pharmacies are used less than other e-commerce sites in Germany. Shopping behavior does not correspond to consumption behavior, as online purchases are predominantly made for over-the-counter (OTC) medications.
OBJECTIVE: The objective of this study was to understand the purchasing experiences of online pharmacy
customers in terms of critical factors for online pharmacy adoption.
METHODS: This study examined the perceived risk, perceived trust, and emotions related to purchasing medications online and, consequently, the purchase intention toward online pharmacies. In a within-subjects design (N=37 participants), 2 German online pharmacies with different perceptions of risk and trust were investigated for their main business, namely OTC and prescription drugs. The results of a preliminary study led to 1 online pharmacy with high and 1 with significantly low self-reported risk by the prestudy sample. Emotions were measured with a multimethod approach during and after the purchase situation as follows: (1) neural evaluation processes using functional near-infrared spectroscopy, (2) the automated direct motor response during the use of the online pharmacy via facial expression analysis (FaceReader), and (3) subjective evaluations through self-reports. Following the shopping experiences at both pharmacies for both product types, risk, trust, and purchase intention toward the pharmacies were assessed using self-assessments.
RESULTS: The 2 online pharmacies were rated differently in terms of risk, trust, emotions, and purchase intention. The high-risk pharmacy was also perceived as having lower trust and vice versa. Significantly stronger negative emotional expressions on
customers\' faces and different neural activations in the ventromedial prefrontal cortex and dorsomedial prefrontal cortex were measured when purchasing prescription drugs from the high-risk pharmacy than from the low-risk pharmacy, combined with OTC medications. In line with this,
customers\' self-ratings indicated higher negative emotions for the high-risk pharmacy and lower negative emotions for the low-risk pharmacy. Moreover, the ratings showed lower purchase intention for the high-risk pharmacy.
CONCLUSIONS: Using multimethod measurements, we showed that the preceding neural activation and subsequent verbal evaluation of online pharmacies are reflected in the
customers\' immediate emotional facial expressions. High-risk online pharmacies and prescription drugs lead to stronger negative emotional facial expressions and trigger neural evaluation processes that imply perceived loss. Low-risk online pharmacies and OTC medications lead to weaker negative emotional facial expressions and trigger neural evaluation processes that signify certainty and perceived reward. The results may provide an explanation for why OTC medications are purchased online more frequently than prescription medications.