Title: To click or to buy over the counter drugs: exploring the behaviour of Slovenian customers

Authors: Vasja Roblek; Mirjana Pejić Bach; Maja Meško; Andrej Bertoncelj

Addresses: Higher Institution Fizioterapevtika, Bogatajeva ulica 15, Medvode, Slovenia ' Faculty of Economics, University of Zagreb, Trg John F. Kennedy 6, Croatia ' Faculty of Management, University of Koper, Cankarjeva 5, Koper, Slovenia ' Faculty of Management, University of Koper, Cankarjeva 5, Koper, Slovenia

Abstract: The supply and demand of the information and availability of over-the-counter (OTC) drugs online has increased substantially. Customers express three typical online behaviours regarding OTC drugs: browsing information about OTC drugs without any particular purpose, searching for particular information or product, and buying OTC drugs. This study investigates the determinants of online behaviour regarding OTC drugs. The data was acquired using a random sample of Slovenian citizens. Logistic regression method was used to determine which factors influence browsing, searching, and/or buying of OTC drugs online for two age groups: younger and older than 40. The findings suggest that intensity of using the internet use, trust in buying OTC drugs online, as well as education, income and location influence on the online behaviour of customers regarding OTC drugs. It has also been determined that age has a moderating effect, indicating motivation of younger and older customers by different determinants.

Keywords: browsing; buying; consumer behaviour; internet; online pharmacy; e-health literacy; e-marketing; logistic regression method; mobile applications; searching; social media; Slovenia.

DOI: 10.1504/IJEMR.2018.090890

International Journal of Electronic Marketing and Retailing, 2018 Vol.9 No.2, pp.145 - 166

Received: 31 Aug 2016
Accepted: 26 Dec 2016
Published online: 03 Apr 2018 *

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