What influences consumers’ online medication purchase intentions and behavior? A scoping review

What influences consumers’ online medication purchase intentions and behavior? A scoping review

13 February 2024 | Yam B. Limbu and Bruce A. Huhmann
This scoping review examines the factors influencing consumers' purchase intentions and behavior from online pharmacies. The study identifies twelve types of factors, including demographics, convenience, availability, price, evaluations of the purchase environment, information sources, internet usage, prior experience, perceived risk, health insurance, and product. The review reveals that while demographic factors are frequently measured, their role is inconsistent with many contradictory results. However, other factors such as convenience, availability, lower prices, and favorable evaluations of the purchase environment consistently enhance online medication purchase intentions and behavior. The review also highlights differences between over-the-counter (OTC) and prescription medications in the drivers of purchase intentions and behaviors. The findings provide insights for verified online pharmacies and brick-and-mortar stores to encourage consumer medication purchases. The review concludes by identifying gaps in the literature and suggesting future research directions, emphasizing the need for more theoretical justification and methodological diversity in future studies.This scoping review examines the factors influencing consumers' purchase intentions and behavior from online pharmacies. The study identifies twelve types of factors, including demographics, convenience, availability, price, evaluations of the purchase environment, information sources, internet usage, prior experience, perceived risk, health insurance, and product. The review reveals that while demographic factors are frequently measured, their role is inconsistent with many contradictory results. However, other factors such as convenience, availability, lower prices, and favorable evaluations of the purchase environment consistently enhance online medication purchase intentions and behavior. The review also highlights differences between over-the-counter (OTC) and prescription medications in the drivers of purchase intentions and behaviors. The findings provide insights for verified online pharmacies and brick-and-mortar stores to encourage consumer medication purchases. The review concludes by identifying gaps in the literature and suggesting future research directions, emphasizing the need for more theoretical justification and methodological diversity in future studies.
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