의약품 배송시스템 서비스품질이 지각된 심리반응과 재구매 의도에 미치는 영향에 관한 연구

This study examines the relationship between delivery service quality, consumer trust, perceived risk, and repurchase intention in the context of online purchases of medical drugs. The study focuses on key variables such as delivery promptness, accuracy, status information, and economy to identify the factors influencing customer repurchase intentions from a delivery service quality perspective. A questionnaire survey was conducted with consumers who had made purchases of medical drugs online. Five delivery service qualities were considered independent variables, while consumer trust and perceived risk, as well as customer repurchase intention, were considered dependent variables. A total of 217 valid specimens were collected, and the reliability and appropriateness of the questionnaire were verified using the statistical software package SPSS. The hypotheses were tested using the AMOS structural equation model. The findings of the study indicated that, in terms of the quality of the delivery service, both punctuality and the condition of the delivery had a positive impact on consumer trust and a negative impact on perceived risk. Additionally, it was established that consumer trust and perceived risk exert a positive and negative influence, respectively, on repurchase intention. A survey of consumers who purchase medical products other than pharmaceuticals further substantiated all hypotheses, emphasizing the specificity of pharmaceuticals. The findings of this study have led to the following insights, which will be used to develop a customer-centric distribution system service. For the actual end-users of medical products, it is of the utmost importance to maintain a higher level of delivery speed and status. To mitigate perceived risk, it is important to ensure that the economic aspect of delivery, such as transportation costs, does not increase significantly but remains at a reasonable level. Furthermore, it is of paramount importance to ensure accurate delivery in order to foster consumer trust.