The impact of digital capabilities of biopharmaceutical enterprises on patients' purchase intention from the perspective of digital transformation : the mediating role of perceived value

Abstract

As digital transformation accelerates, biopharmaceutical companies are advancing their digital capabilities to enhance patient experience and strengthen competitiveness. This study examines the impact of digital capabilities on patients’ purchase intention, with perceived value as a mediating variable. Grounded in the Theory of Planned Behavior and Dynamic Capabilities Theory, the research focuses on four key capabilities: customer data analysis, user engagement, data security, and cross-channel integration. Based on survey data and empirical analysis, the findings indicate that these digital capabilities positively influence purchase intention. Moreover, perceived value significantly mediates this relationship, suggesting that digital capabilities not only exert a direct effect but also enhance purchase intention indirectly by increasing perceived value. These results underscore the strategic importance of digital transformation in improving patient experience and driving performance in the biopharmaceutical industry