Why Do Customers Want to Buy COVID-19 Medicines? Evidence from Thai Citizens

Long Kim, Siwarit Pongsakornrungsilp, Pimlapas Pongsakornrungsilp (), Teerasak Jindabot and Vikas Kumar
Additional contact information
Long Kim: Center of Excellence for Tourism Business Management and Creative Economy, Department of Digital Marketing, School of Management, Walailak University, Nakhonsithammarat 80160, Thailand
Siwarit Pongsakornrungsilp: Center of Excellence for Tourism Business Management and Creative Economy, Department of Digital Marketing, School of Management, Walailak University, Nakhonsithammarat 80160, Thailand
Pimlapas Pongsakornrungsilp: Center of Excellence for Tourism Business and Creative Economy, Department of Tourism and Prochef, School of Management, Walailak University, Nakhonsithammarat 80160, Thailand
Teerasak Jindabot: Faculty of Management Sciences, Prince of Songkla University, Songkhla 90110, Thailand
Vikas Kumar: Faculty of Business, Law and Social Sciences, Birmingham City University, Birmingham B25 BCITY, UK

IJERPH, 2023, vol. 20, issue 6, 1-14

Abstract: Purchase intention has been acknowledged as an important factor influencing businesses’ sales performances and sustainability. Thus, finding factors that influence purchase intention is essential to all relevant businesses. Based on the current importance of purchase intention to businesses, the main objective of this research was to investigate how country of origin, brand image, and perceived value influenced intentions to purchase COVID-19 medicines among Thai consumers. To accomplish this objective, researchers created a Google Form to survey 862 people around Thailand. However, researchers found only 653 valid data, which were analyzed through the structural equation model. The research findings revealed that perceived COVID-19 medicine value increased once the values of country of origin and brand image were highly considered by consumers. At the same time, consumers attempted to buy COVID-19 medicines for their COVID-19 treatments if the products contained high country of origin and perceived values. Finally, the perceived value was found to be a full mediator between brand image and purchase intention. In comparison, despite country of origin and perceived value being the significant factors in purchase intention, consumers’ intention to purchase COVID-19 medicines depended significantly on the degree of the consumers’ perceived value because perceived value contributed the highest impact on purchase intention. These results revealed that COVID-19 medicines were highly valued by many consumers because these medicines could help prevent heavy illness in consumers. As a result, consumers had a higher intention to purchase these medicines for their future COVID-19 treatments.

Keywords: purchase intention; sales performances; COVID-19 medicines; perceived value; country of origin (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/1660-4601/20/6/5027/pdf (application/pdf)
https://www.mdpi.com/1660-4601/20/6/5027/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jijerp:v:20:y:2023:i:6:p:5027-:d:1095251

Access Statistics for this article

IJERPH is currently edited by Ms. Jenna Liu

More articles in IJERPH from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().