Consumer Perceptions of Information Sources and How They Affect Online Adoption of OTC Drugs in Norway
Master thesis
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https://hdl.handle.net/11250/3014445Utgivelsesdato
2022Metadata
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- Studentoppgaver (Business) [1023]
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Sammendrag
The covid pandemic forced Norwegian consumers to adapt their purchasing habits. Even thoughNorway has one of the highest rates of internet connectivity and adoption of the medium in theworld. The Norwegian OTC drugs market still lags behind comparable countries in the onlinepurchase channel. Most other studies that covered channel selection approached it with a focus onthe material benefits of purchase channels. The paper emphasizes consumers’ subjective attitudestowards search channels to identify how they might affect purchase channel choice in the OTCpharmaceutical market.To investigate the impact of consumer attitudes towards information sources, an online survey wasconstructed and answered by a sample of Norwegian consumers. After performing data processingand principal component analysis, logistic regression was performed. The results of the analysesimplied that the perceived trustworthiness of online information sources had a positive impact ononline purchase channel adoption. Perceived convenience of information channels showed norelationship with purchase channel adoption. In conclusion, the study showed that consumers whoperceived online information channels to be more trustworthy were more likely to have adoptedthe online purchasing channel. The findings relating to the perceived convenience of informationchannels suggest that it could be irrelevant for purchase channel choice