Factors affecting the purchase intention of over the counter products in the self care actions of consumers

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dc.contributor.authorUnver, Sevgi Salman
dc.contributor.authorSezgin, Selime
dc.contributor.authorUray, Nimet
dc.date.accessioned2024-07-18T20:47:15Z
dc.date.available2024-07-18T20:47:15Z
dc.date.issued2023
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractPurpose - Within the framework of the theory of planned behavior (TPB), this study aims to investigate which factors affect consumers' purchase intention with regard to over-the-counters (OTCs), focusing on personal factors, including health consciousness and risk aversion, as well as rational factors, consisting of the level of knowledge, price consciousness and involvement in the purchase intentions. Design/methodology/approach - Due to the necessity of finding the most crucial industry-specific indicators, it was decided to carry out two-stage research based on qualitative preliminary research and the main study. The findings obtained from the qualitative studies were integrated with insights gleaned from the literature to finalize the study's conceptualmodel. Themain study was based on a descriptive research design, and data were collected through an online survey. Structural equationmodelingwas themain technique used to test themodel. Findings - Health consciousness, level of knowledge and involvement in consumer purchase intentions affect either attitude or perceived behavioral control. Moreover, attitudes toward OTCs and perceived behavioral control were significant predictors of purchase intentions for OTC drugs. At the same time, subjective norms did not have a significant effect. Practical implications - Knowing what influences consumer purchase intentions contributes to developing more effective marketing strategies and actions. Originality/value - This study took an integrative approach to understanding the effect of personal and rational factorswithin the TPB framework for a changing tendency in consumer behavior of specific product categories.en_US
dc.identifier.doi10.1108/IJPHM-06-2021-0062
dc.identifier.endpage653en_US
dc.identifier.issn1750-6123
dc.identifier.issn1750-6131
dc.identifier.issue4en_US
dc.identifier.scopus2-s2.0-85169674670en_US
dc.identifier.scopusqualityQ3en_US
dc.identifier.startpage634en_US
dc.identifier.urihttps://doi.org/10.1108/IJPHM-06-2021-0062
dc.identifier.urihttps://hdl.handle.net/11411/7743
dc.identifier.volume17en_US
dc.identifier.wosWOS:001195288500001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofInternational Journal of Pharmaceutical and Healthcare Marketingen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectOtcsen_US
dc.subjectSelf-Careen_US
dc.subjectTpben_US
dc.subjectHealth Consciousnessen_US
dc.subjectRisk Aversionen_US
dc.subjectPrice Consciousnessen_US
dc.subjectLevel Of Knowledgeen_US
dc.subjectCovıd-19 Pandemicen_US
dc.subjectHealth Consciousnessen_US
dc.subjectPlanned Behavioren_US
dc.subjectAttitudesen_US
dc.subjectKnowledgeen_US
dc.subjectDeterminantsen_US
dc.subjectScaleen_US
dc.titleFactors affecting the purchase intention of over the counter products in the self care actions of consumersen_US
dc.typeArticleen_US

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