WFRF:(Bjerkeli Pernilla J.)
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Who Are the Online Medication Shoppers? : A Market Segmentation of the Swedish Welfare State
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- Roos, John Magnus (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm,Högskolan i Skövde,Institutionen för hälsovetenskaper,Forskningsmiljön hälsa, hållbarhet och digitalisering,Center for Wellbeing, Welfare and Happiness, Stockholm School of Economics, Sweden ; Department of Business Administration and Textile Management, University of Borås, Sweden,Research on Citizen Centered Health, University of Skövde (Reacch US)
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- Jansson, Magnus (author)
- Högskolan i Skövde,Institutionen för hälsovetenskaper,Forskningsmiljön hälsa, hållbarhet och digitalisering,Research on Citizen Centered Health, University of Skövde (Reacch US),University of Skövde
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- Bjerkeli, Pernilla J. (author)
- Högskolan i Skövde,Institutionen för hälsovetenskaper,Forskningsmiljön hälsa, hållbarhet och digitalisering,Research on Citizen Centered Health, University of Skövde (Reacch US),University of Skövde
- (creator_code:org_t)
- MDPI, 2024
- 2024
- English.
- In: Journal of Theoretical and Applied Electronic Commerce Research. - : MDPI. - 0718-1876. ; 19:1, s. 526-537
- Journal article (peer-reviewed)
Abstract
Subject headings
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- The present study aimed to explore the online shopping of medicines from demographic, geographic, psychographic, and behavioral factors. A quantitative survey design was used with a quote sample representing the Swedish population regarding age, gender, and residential area. In total, 1863 persons responded to a survey, including measures of age, gender, income, education, area of residence, personality traits (BFI-10), values (Rokeach Value Survey), self-estimated health-status, internet usage, online shopping in general, and online shopping of medicines. Firstly, the data were analyzed with chi-squares and independent t-tests. From these initial analyses, online shopping of medicines was associated with young age, female gender, high income and education, living in a big city, extraversion, several values of desirable end-states of existence (e.g., self-respect, a sense of accomplishment, and pleasure), internet usage, and general online shopping. Secondly, the significant (p < 0.05) variables from the initial analysis were included in a logistic regression analysis. This comprehensive model showed that online medication shoppers are best predicted by being female and the use of internet. Unlike what was previously known about medication shoppers, the typical online medication shopper appears to be driven by hedonistic values and self-actualization, rather than health status. We suggest that further research replicate this study outside and inside Sweden, and that health status is measured in a different way.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
- SAMHÄLLSVETENSKAP -- Annan samhällsvetenskap -- Tvärvetenskapliga studier inom samhällsvetenskap (hsv//swe)
- SOCIAL SCIENCES -- Other Social Sciences -- Social Sciences Interdisciplinary (hsv//eng)
Keyword
- market segmentation
- online shopping of medicines
- personality
- psychographic factors
- traits
- values
- Research on Citizen Centered Health, University of Skövde (Reacch US)
- Medborgarcentrerad hälsa (Mech)
Publication and Content Type
- ref (subject category)
- art (subject category)
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