The Impact of Digital Capabilities in Biopharmaceutical Enterprises on Patients’ Purchase Intention in the Context of Digital Transformation: The Mediating Role of Perceived Value

Authors

  • Gaofang Zhou Business Administration Program, International Chinese College, Rangsit University
  • Haiyue Jiang International Chinese College, Rangsit University

Keywords:

Digital transformation, biopharmaceutical companies, digital capabilities, perceived value, purchase intention

Abstract

As digital transformation accelerates, biopharmaceutical companies are enhancing their digital capabilities to improve the patient experience and strengthen competitive advantage. Grounded in the Theory of Planned Behavior and Dynamic Capabilities Theory, this study investigates how four core capabilities—customer data analysis, user engagement, data security protection, and cross-channel integration—affect patients' purchase intention, with perceived value as a mediating variable. Survey data were collected from 489 patients with hematological, oncological, or immune-related diseases and their families in China. The data were analyzed using SPSS 26.0, employing descriptive statistics, reliability and validity tests, correlation analysis, regression analysis, and mediation effect testing. Research findings demonstrate that digital capabilities not only directly increase patient purchase intention, but also indirectly enhance it through perceived value. These findings highlight the strategic importance of digital transformation in enhancing patient value and driving performance in the biopharmaceutical industry.

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Published

2025-06-29

How to Cite

Zhou, G., & Jiang, H. (2025). The Impact of Digital Capabilities in Biopharmaceutical Enterprises on Patients’ Purchase Intention in the Context of Digital Transformation: The Mediating Role of Perceived Value. Journal of Integrated Sciences, 22(1), 26–44. retrieved from https://so06.tci-thaijo.org/index.php/citujournal/article/view/284020

Issue

Vol. 22 No. 1 (2025): January - June

Section

Research Article

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