Asian Journal Of Social Pharmacy

Abstract: Objective To study whether pharmaceutical operators can increase consumers’ purchase intentions through appropriate information release mode so as to promote the development of online pharmacies. Methods Based on the “S-O-R” theory and “self-construal” theory, the impact mechanism of internet information frameworks on consumer behavioral intentions was investigated. To validate the feasibility of the ground theory, a quantitative research method was also employed. Results and Conclusion The findings of the study indicate that consumers are more inclined to buy pharmaceuticals online based on the perception of risk. Trust tendency plays an intermediary role between the information framework and purchase intention. Self-construal plays a moderating role between the information framework and purchase intention, and the influence of dependent self-construal is more significant. 

Key words: online pharmaceutical purchase, information framework, self-construal, trust tendency, behavior intention