OBJECTIVE To explore the various factors affecting residents' willingness to migrate to drug purchase channels, and to propose a strategy for the integrated development of online and offline channels to cope with the current market changes.

METHODS Based on the theoretical framework, from the perspective of stakeholders, multiple reflective indicators were identified, formative indicators were composed, second-order structural equation model was constructed, and data processing and analysis were carried out using SPSS26.0 and SmartPLS4.0 software.

RESULTS 66.6% of the respondents had a positive attitude towards the willingness to migrate channels, and the variables of preference of drug purchasing channels(P<0.001), age(P=0.003), per capita monthly household income(P=0.049), and experience of online drug purchases(P=0.033) significantly influenced the willingness to migrate. Residents' willingness to migrate from offline to online drug purchasing channels was positively influenced by push factors(P=0.012) consisting of product characteristics and risk perception; and by the variables consisting of perceived usefulness, perceived ease of use, health awareness and perceived benefit; positively influenced by a pull factor(P<0.001) consisting of perceived cost and subjective norms; and negatively moderated by an anchor factor(P=0.019) consisting of perceived cost and subjective norms, while negatively moderating the positive effect that the push factor had on migration intentions(P=0.049).

CONCLUSION  This study identifies key determinants influencing residents' willingness to transition between drug purchase channels, and proposes a tripartite collaborative strategy involving government agencies, enterprises, and consumers to promote integrated online-offline channel development.