일반의약품 구매결정과정에서 지각된 위험인식이 위험감소행동에 미치는 영향 : 자기조절초점의 조절효과

Abstract

This study aimed to figure out buying decision factory of OTC(over-the-counter) drugs which consumers are non-experts and to propose useful data in establishing marketing strategies for OTC drugs by empirically explaining buying behaviors. Specially, the empirical analysis on the effect of risk reduction behavior on perceived risk in OTC drugs purchasing process was performed. In addition, The present study examined moderating effect of self-regulatory on the relationships between perceived risk and risk reduction behavior. The present study's research is performed on OTC drugs except ethical drug. There are many kinds of OTCs but, in the present study, the study subjects are limited to pain killer, cold medicine, pain relief patch, nutritional supplements, mouth freshener, lip care and repelling mosquitoes. Determinantsfor perceived risk and risk reduction behavior were selected from the determinants which were used in previous study; perceived risk is financial risk, time risk, psychological risk, and OTCs consumer' risk reduction behavior is brand loyalty, information search, store loyalty. To verify the present research problem, survey was performed to consumers who the purchased OTC drugs before in Jeju and data were collected from total 382 subjects. SPSS 18.0 was used for data analysis based on the collected. Research model of this study was proved to be acceptable through significant findings from the study are as follows; First, human service(trust of pharmacist, medication counseling) showed the highest effect of determinants for purchasing OTC drugs. And the store loyalty, purchase experience of OTC drugs and word-of-mouth, product factors come next in order of significance. Second, if you feel the financial risk in purchasing OTC drugs, consumer had choose product factors and store brand, and if you feel the performance risk, had choose human service and purchase experience of OTC drugs and word-of-mouth, and if you feel the time risk and psychological risk, consumer had choose product factors, human service, and store brand. Third, risk reduction behaviors such as information search, brand loyalty, store loyalty was found to be significant when consumers perceived performance risk. Fourth, according to the results of the study on moderating effect of self-regulatory focus, moderating effect self-regulatory focus was found to be significant in the relationships between perceived risk and risk reduction behavior. Individuals with a promotion focus strongly the financial risk, performance risk, time risk, psychological risk about risk reduction behavior than individual with a prevention focus. Therefore, the present study shows how consumers perceived the OTCdrugs purchasing process, how much they perceived risk, risk reduction behaviors which consumers preferred, and the relationship between perceived risk and risk reduction behavior are significant in moderating effect according to the level of self-regulatory focus. Based on the results of the present study, various academic and practical implications are proposed.