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Original Research

FACTORS AFFECTING THE ELECTRONIC CONSUMER'S BUYING BEHAVIOR ON SELECTING THE PHARMACY: AN EMPIRICAL STUDY ON THE CONSUMERS OF PRIVATE PHARMACIES IN AMMAN CITY-JORDAN

MUSTAFA S. AL-SHAIKH 1, AHMAD A. I. SHAJRAWI 2, and MARYAM GHAZI ZAHEER 3.

Vol 18, No 01 ( 2023 )   |  DOI: 10.17605/OSF.IO/DA84N   |   Author Affiliation: Full Professor, Dean of Graduate Studies, Zarqa University, Jordan 1; Assistant Professor, Department of Education, Ministry of Education, Jordan 2; Research Scholar, Jaume University, USA 3.   |   Licensing: CC 4.0   |   Pg no: 553-564   |   Published on: 12-01-2023

Abstract

The main objective of this study is to know the factors affecting the electronic behavior of consumers when they choose the pharmacy that they will deal with in the city of Amman. One of the dimensions to which the initial study was exposed is alternative medicines, the reference groups, and the extent of trust in the pharmacist, and it represents part of the independent study variables. As for the dependent variable, it is electronic consumer buying behavior. A questionnaire designed by researchers was used and distributed to a random sample of consumers in the city of Amman. The questionnaire consisted of two parts, the first part being personal information about the sample members, while the second part was paragraphs specifying the factors of choosing the pharmacy by consumers. The sample size was 427 people. The results of the study showed that there are statistically significant differences at the level (α ≤ 0.05) between the availability of medicines, reference groups and pharmacy arrangement on consumer behavior in choosing a pharmacy. One of the recommendations that came out of this study is that the responsible pharmacist should be given attention to his ability to attract customers and raise their level of satisfaction.


Keywords

Electronic Consumer's Buying Behavior, Pharmacies and Jordan.