소비자 지각된 위험 인식과 자기조절동기가 위험감소행동에 미치는 영향

The Effect of Perceived Risk Recognition and Self-Regulation Focus Motivation on Risk Reduction Behavior: In OTC Drugs Purchasing

Purpose - This study aimed to figure out consumer perceived risks related to the purchase of OTC drugs, we will study whether there is a motivation motive through self-regulation focus to suggest implications for consumer OTC drug purchasing behavior. We also want to verify the impact of risk reduction behavior. Research design, data, and methodology - The present study’s research is performed on OTC drugs except ethical drug. Determinants for perceived risk, self-regulation focus and risk reduction behavior were selected from the determinants which were used in previous study; perceived risk is financial risk, time risk, psychological risk, and self-regulation focus is promotion focus, prevention focus, OTCs consumer’ risk reduction behavior is information search, brand loyalty, store loyalty. To verify the present research problem, survey was performed to consumers who the purchased OTC drugs in Jeju, Seoul, Gyeonggi-do and data were collected from total 300 subjects. SPSS 18.0, AMOS 18.0 program was used for data analysis based on the collected. Results - Based on these results, following principal can be established. First, when OTC drug buyers felt perceived risks, performance and time risk perceptions had a significant impact on the promotion focus motivation. Second, buyers with prevention focus motivation were highly perceived when monetary, performance, and psychological risks were highlighted. Third, buyers with promotion focus motivations were acting to achieve their desired results through more active information exploration, brand loyalty, and store loyalty in order to avoid perceived risks, while buyers with preventive focus motivation had no significant impact. Conclusions - It is necessary to convey a message that matches the marketing motivation of the pharmacy or pharmaceutical company with the buyer’s self-regulation focus motivation for the risk felt by consumers purchasing OTC drugs.