Factors affecting customers' decisions to purchase medicine online in Ho Chi Minh City

Abstract

      The study was conducted to determine the factors affecting the decision to purchase medicine online of customers in Ho Chi Minh City. Research data was collected from 323 customers through a direct survey using a questionnaire. Using exploratory and regression factor analysis methods, results have shown that 7 factors negatively impacted the customers' decision, including (1) Perceived usefulness; (2) Convenience; (3) Personal attitude; (4) Subjective standards; (5) Perceived behavioral control; (6) Perceived product quality risk and (7) Perceived service quality risk. The research results help businesses and pharmacies to construct more effective marketing plans and sales strategies, reach customers and improve the quality of retail services in the pharmaceutical industry.