Understanding Consumers’ High-Risk Consumption Behavior of Pharmaceuticals : An Abstract
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Title of host publication | Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces |
| Subtitle of host publication | Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference |
| Editors | Nina Krey, Patricia Rossi |
| Place of Publication | Cham |
| Publisher | Springer Nature Switzerland AG |
| Pages | 391 |
| ISBN (electronic) | 978-3-319-99181-8 |
| ISBN (print) | 978-3-319-99180-1 |
| Publication status | Published - 2018 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Conference
| Title | 46th Academy of Marketing Science Annual Conference (AMS 2018) |
|---|---|
| Location | Hilton Riverside |
| Place | United States |
| City | New Orleans |
| Period | 23 - 25 May 2018 |
Link(s)
Abstract
Objective: To develop a model in understanding consumers’ high-risk consumption behavior of over-the-counter drugs and dietary supplements and to identify major beliefs and attitudes relevant to the consumption of pharmaceuticals.
Method: Eight focus groups (N = 37 participants) were conducted in a local university from January to April 2017 with consumers who had online-shopping experience. Verbatim transcripts of the group discussions were analyzed with the grounded theory approach.
Results: The authors have identified six important factors that assist understanding of the high-risk pharmaceutical consumption behavior. While high (vs. low) perceived threats in pharmaceuticals consumption increase consumer willingness to pay higher prices and wait longer for genuine pharmaceuticals, high (vs. low) self-efficacy lowers consumer willingness to pay and increases their willingness to wait; the two factors, thereby, significantly impact consumer’s likelihood of engaging in risky consumption behaviors. Two moderators (product type and temporal distance) also influence consumer’s willingness to pay and willingness to wait for authentic pharmaceuticals.
Conclusion: A framework for understanding consumers’ high-risk consumption behavior of over-the-counter drugs and dietary supplements is proposed as a model, grounded in empirical data, which can be further explored in future research. © Academy of Marketing Science 2018.
Method: Eight focus groups (N = 37 participants) were conducted in a local university from January to April 2017 with consumers who had online-shopping experience. Verbatim transcripts of the group discussions were analyzed with the grounded theory approach.
Results: The authors have identified six important factors that assist understanding of the high-risk pharmaceutical consumption behavior. While high (vs. low) perceived threats in pharmaceuticals consumption increase consumer willingness to pay higher prices and wait longer for genuine pharmaceuticals, high (vs. low) self-efficacy lowers consumer willingness to pay and increases their willingness to wait; the two factors, thereby, significantly impact consumer’s likelihood of engaging in risky consumption behaviors. Two moderators (product type and temporal distance) also influence consumer’s willingness to pay and willingness to wait for authentic pharmaceuticals.
Conclusion: A framework for understanding consumers’ high-risk consumption behavior of over-the-counter drugs and dietary supplements is proposed as a model, grounded in empirical data, which can be further explored in future research. © Academy of Marketing Science 2018.
Citation Format(s)
Understanding Consumers’ High-Risk Consumption Behavior of Pharmaceuticals: An Abstract. / Yuen, Vincentia W.; Tang, Felix; Phau, Ian.
Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces: Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference. ed. / Nina Krey; Patricia Rossi. Cham: Springer Nature Switzerland AG, 2018. p. 391 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces: Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference. ed. / Nina Krey; Patricia Rossi. Cham: Springer Nature Switzerland AG, 2018. p. 391 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review
