Factors Impacting Medicine Buying Behavior in Ho Chi Minh City

Abstract

      The purpose of the article is to evaluate the factors that influence the decision to purchase over-the-counter medicines through establishing and testing relationships within the extended Theory of Planned Behavior, along with the experience. The study surveyed 300 consumers in Ho Chi Minh City. The data were collected and analyzed according to the Partial Least Squares model using Smart-PLS software. Results have confirmed brand experience as the strongest influencer of medication purchase intention (β = 0.280), followed by behavioral attitude (β = 0.218). This shows that brand experience and behavioral attitude are two important factors that directly and positively influence actual purchase behavior. The new contribution of the study shows that in addition to the factors in behavioral theory, brand experiences play an important role in the decision to purchase pharmaceutical products, thus enhancing the brand experience and encouraging the right attitude towards taking medication can spur purchasing.