OBJECTIVE:To investigate the effect of salesclerk factors on the consumers'purchasing behavior in drugstores in Beijing citizens,and provide reference for better satisfaction of consumers'requirements. METHODS:Clustering random sampling method was launched among the drugstore consumers in 16 districts of Beijing,the results were statistically analyzed,and then the suggestions were provided. RESULTS:Totally 180 valid questionnaires were collected from the 208 questionnaires with effective re-covery rate of 86.5%. 70.6% consumers preferred the salesclerk to ask actively when they entered a drugstore;moderate depen-dence on the salesclerk was found mainly in the aspect of"medicine selection","medication methods guiding"and"helping disease judgment";moderate trust to the salesclerk was found,and"the poor professional knowledge","poor service attitude"and"poor professional ethics"were the main reasons for the distrust;"the professional moral"and"knowledge"of salesclerks were the most-ly expected qualities;the licensed pharmacist in the drugstore was not recognized by 66.1% consumers. CONCLUSIONS:Drug-store should understand the consumer's expectations and requirements to its salesclerk and improve accordingly in the respect of strengthening the train of professional quality,enhancing the ability of pharmaceutical care,increasing the propaganda of licensed pharmacist,conducting medication consultation actively,exploring the diversity of consumer's requirements,and meeting the con-sumer's requirements more extensively.%目的:了解药店营业员因素对北京居民购药行为的影响,为更好地满足药店消费者需求提供参考.方法:采用分群随机抽样方法,对北京市16个区县的药店消费者进行影响购药行为相关营业员因素的问卷调查,并就调查结果进行统计分析,进而提出建议.结果:共发放问卷208份,回收有效问卷180份,有效回收率为86.5%.70.6%的受访消费者进入药店时希望被营业员主动问询;受访消费者对药店营业员的依赖度总体一般,最希望营业员在"帮助选择药品""用药方法指导"和"帮助判断疾病"方面提供帮助;受访消费者对药店营业员的信任度总体也一般,造成其不信任的主要原因是认为营业员"专业知识差""服务态度差"和"职业道德差";受访消费者对药店营业员的"职业道德"和"专业知识"期望度最高;66.1%的受访消费者对药店执业药师不了解.结论:药店应了解消费者对药店营业员的期望和要求,并有针对性地从加强营业员专业素质培养、提高药学服务水平,加大执业药师宣传、主动开展用药咨询服务,找准消费者需求特征、全面满足其需求等方面进行改进和完善.
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