Nichol M B, McCombs J S, Johnson K A, Spacapan S, Sclar D A
School of Pharmacy, University of Southern California, Los Angeles 90033.
Med Care. 1992 Nov;30(11):989-1003. doi: 10.1097/00005650-199211000-00003.
This article examines factors that predict changes in consumer purchasing decisions of nonprescription medications. Variables corresponding to factors in Andersen's behavioral model are measured, in addition to data regarding characteristics of the 17 pharmacy consultants who provided counseling services. One thousand seven hundred and thirteen consumers in five stores in southern California were provided consultation during a 6-month period, resulting in 25.4% of the patients purchasing a different drug than intended when entering the pharmacy, 1.3% being referred to a physician, and 13.4% not purchasing any over-the-counter medication at all. Logistic regression techniques demonstrated that one enabling variable (availability of generic medications), and four need factors (the discussion of clinical issues, short encounters, cough and cold products, and vitamin products) were significant predictors of the consumer's decision to purchase a different product than intended. Consultant characteristics (introversion, external locus of control) were also important predictors, but opposite the expected direction. Consumers who received information from female consultants were more likely to change their purchasing decisions.
本文研究了预测非处方药消费者购买决策变化的因素。除了有关提供咨询服务的17名药房顾问特征的数据外，还测量了与安德森行为模型中的因素相对应的变量。在6个月的时间里，为南加州五家商店的1713名消费者提供了咨询服务，结果有25.4%的患者购买了与进入药房时打算购买的不同药物，1.3%的患者被转介给医生，13.4%的患者根本没有购买任何非处方药。逻辑回归技术表明，一个促成变量（通用药物的可用性）和四个需求因素（临床问题的讨论、短暂接触、咳嗽和感冒产品以及维生素产品）是消费者决定购买与预期不同产品的重要预测因素。顾问特征（内向、外部控制点）也是重要的预测因素，但与预期方向相反。从女性顾问那里获得信息的消费者更有可能改变他们的购买决策。
