数字化转型驱动下高职医药营销课程教学改革实践

——基于满意度模型的实证研究

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中图分类号：G712 文献标识码：A DOI：10.16400/j.cnki.kjdk.2026.3.028

AbstractIn response to the demand for optimizing the teaching reform of pharmaceutical marketing courses in vocationalcollges underdigitaltransformation，thisarticleconstructsacoursesatisfaction analysis framework that includes variables such as perceivedusefulness，perceivedease ofuse，and digital infrastructure.Empiricaltests were conducted on the samples using SPSS 29.0 and AMOS 28.0，and the results showed that learning interest， perceived usefulness，and perceived enjoymentall have a significant positive impact on course satisfaction， with the driving role of learning interest being the most prominent; Perceived ease ofuse and digitalinfrastructure are thecore elements that stimulate learning interest.Perceived ease ofuse directly promotes perceived enjoyment，providing practical reference and theoretical support for the digital reform of pharmaceutical courses in higher vocational education.

KeywordsPharmaceutical Marketing; digital teaching; satisfaction model; teaching reform; empirical study

数字化技术正以前所未有的速度改变着我们的生活、工作和学习方式，教育领域同样也不例外，数字化教学已成为教育改革的重要方向。（剩余6583字）