Aufegger Lisa, Yanar Celine, Darzi Ara, Bicknell Colin
NIHR Imperial Patient Safety Translational Research Centre, Imperial College London, London, W2 1PE, UK.
J Pharm Policy Pract. 2021 Jan 25;14(1):11. doi: 10.1186/s40545-020-00293-5.
European countries face fiscal pressure regarding the long-term sustainability of their healthcare system due to increasing levels of public health expenditures and mounting demographic pressures. The promotion of generic drugs is considered to be an efficient means to tackle these challenges; however, market diffusion remains slow. The aim of this study was to investigate the impact of price and brand cues on purchase intentions by means of Direct-to-Consumer (DTC) advertising, and to build on the market cue evaluation model by Dodd et al. METHODS: Participants rated purchase intentions on six DTC adverts varying in price and brand information, followed by self-reports on purchase intentions, attitudes towards generics, brand loyalty, price consciousness, as well as perceptions of quality, risk and value. Open-ended questions explored attitudes toward generic drugs.
Brand information and purchase intentions were mediated by perceived risk and perceived quality, while price information influenced purchase intention through perceptions of quality, risk and value. Consumers' purchase behaviour was furthermore influenced by unawareness and misconceptions, past experiences, and advertising as a decision-making tool.
Advertisements, including price and brand information, are an important tool to improve consumers' awareness of the availability of different OTC drugs. Practical and theoretical implications are discussed.
由于公共卫生支出水平不断提高以及人口压力不断增大，欧洲国家在其医疗保健系统的长期可持续性方面面临财政压力。推广仿制药被认为是应对这些挑战的有效手段；然而，市场扩散仍然缓慢。本研究的目的是通过直接面向消费者（DTC）广告来调查价格和品牌线索对购买意愿的影响，并在多德等人的市场线索评估模型的基础上进行拓展。方法：参与者对六个在价格和品牌信息方面各不相同的DTC广告的购买意愿进行评分，随后对购买意愿、对仿制药的态度、品牌忠诚度、价格意识以及对质量、风险和价值的认知进行自我报告。开放式问题探讨了对仿制药的态度。
品牌信息和购买意愿由感知风险和感知质量介导，而价格信息则通过对质量、风险和价值的认知影响购买意愿。此外，消费者的购买行为还受到认知不足和误解、过去的经历以及作为决策工具的广告的影响。
包括价格和品牌信息在内的广告是提高消费者对不同非处方药可获得性的认识的重要工具。讨论了实际和理论意义。
