Factors influencing Thai consumer's purchase intention towards online drug purchase

Abstract

The objective of this research is to examine the various consumer factors that influence the decision to purchase medicine online. Additionally, it aims to analyze the demographic elements associated with online drug purchases and investigate the impact of marketing mix factors on the decision-making process for online medicine purchases. The study examines consumer attitudes towards online medicine purchases by drawing upon concepts from the courses of Strategic Marketing Management and Emerging Healthcare and Wellness Business Management. In order to accomplish this, we employed a quantitative methodology based on a survey questionnaire that was distributed through the online channel. The surveys were distributed utilizing random sampling techniques, and an analysis was conducted on quantitative data collected from 200 respondents using SPSS statistical software. Relationships between subjective and objective variables were analyzed using a multi-regression model. A multi-regression model was employed to analyze the relationships between subjective and objective variables. The findings underscore crucial factors that influence the behavior and attitudes of Thai consumers when it comes to purchasing drugs online. This study aims to provide vendors with effective strategies to attract consumers and expand their business on E-pharmacy platforms.