Factors influencing the intention to buy over-the-counter medicines : empirical study
Purpose: This study aims to examine the antecedent factors (internal and external) that influence intentions to buy over-the-counter (OTC) medicines in Jordan. Design/methodology/approach: A conceptual framework was developed based on consumer buying behavior theoretical background and a review of the relevant literature. A quantitative approach and a convenience sampling method were used to obtain data from self-administered questionnaires, which were completed by 351 academic staff from selected Jordanian universities. Findings: The results indicate that all antecedent factors (internal, external and combined) have significant positive influences on the intentions to buy OTC medicines. Internal factors are more influential than external factors; however, the combination of internal and external factors resulted in the greatest influence on buying OTC medicines compared to each category separately. Originality/value: This paper has integrated and examined empirically the antecedent factors that influence intentions to buy OTC medicines (internal, external and combined) in Jordan’s business environment context as a developing country for the first time.
Year of publication: |
2020
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Authors: | Habash, Raeda ; Al-Dmour, Hani |
Published in: |
International Journal of Pharmaceutical and Healthcare Marketing. - Emerald, ISSN 1750-6123, ZDB-ID 2280280-0. - Vol. 14.2020, 2 (01.04.), p. 305-323
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Publisher: |
Emerald |
Saved in:
Online Resource
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