BackgroundDuring the COVID-19 pandemic, medical e-commerce (MEC) has provided a way for patients with chronic diseases to purchase drugs online to maintain social distancing, decrease the risk of infection and community transmission, and relieve the burden on medical resources. Therefore, research which seeks to elucidate the drivers of purchase intention (PI) among patients with chronic diseases in MEC is vital. This study extended the theory of planned behavior (TPB) by integrating the price value (PV) variable into the original TPB framework and explored the effect of PV on patients' PI in MEC during the coronavirus pandemic.MethodsEmpirical data was gathered from 414 Chinese participants. Structural equation modeling was applied to explore the mechanism of chronic patients' PI in MEC. In addition, this study also estimated the moderating effect of gender, income, and region and the mediating role of attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC) between PV and PI.ResultsPatients' PI in MEC is significantly affected by ATT, SN, and PBC. PV delivers significant influence on ATT, SN, PBC, and PI, with PV having the strongest effect on ATT. Gender, income, and region can significantly moderate the relationship between PV and ATT.ConclusionThese findings can contribute to design targeted interventions to increase the adoption of MEC for patients with chronic diseases, decrease infection rates, and alleviate the strain on medical resources in the COVID-19 era.

With the rapid development of e-commerce, mobile social e-commerce has been accepted by consumers. College students are the main components of netizens. This study integrates the variables of perceived trust and perceived risk based on the UTAUT2 model, and constructs an influencing factors research model on student users’ willingness to use mobile social e-commerce. Moreover, an empirical analysis is conducted aiming at the sample data obtained by users in colleges and universities. SPSS24.0 is used to accomplish the analysis of the descriptive statistical, AMOS24.0 is used to conduct the structural equation model verification. In the study, it is found that the willingness for college student to use mobile social e-commerce is positively affected by perceived trust and negative influence by perceived risk. The hedonic motive affects college student’s willingness to use mobile social e-commerce through influencing the perceived trust and the performance expectation.

IntroductionCross-border e-commerce (CBEC) consumers come from different countries; thus, cultural differences may affect their evaluations and perceptions of service quality. This paper follows Hofstede’s framework as a theoretical anchor to explore how to use online consumer reviews that reflect cultural differences to improve the service quality of CBEC.MethodsFirst, based on a latent Dirichlet allocation model, 14 service quality issues that consumers are concerned about in CBEC were identified. Second, a generalized ordered logistic regression model was explored to analyze the cultural influences on consumer sentiment orientation. Finally, the effect of each cultural dimension on consumer service quality perception in CBEC was evaluated by employing a binary logistic regression model.ResultsThe results showed that consumers paid more attention to the service quality of logistics service, customs efficiency and tariff, shopping experience, and so on. Cultural dimensions significantly impacted consumers’ emotional tendencies. Moreover, cultural dimensions had significant impacts on consumers’ service quality perception (e.g., logistics service, trust in sellers, customs disputes, and cell phone performance). Still, consumers’ quality perceptions of some services (e.g., cell phone functions, items as described, logistics package quality, and gifts) were less affected by cultural dimensions.DiscussionOur findings not only provide new perspectives for CBEC consumer behavior studies on quality improvement but also provide practical implications for CBEC enterprises.