Factors Influencing Consumers’ Attitude Towards Online Buying of Dietary Supplements: A Study on Consumers at LifePlus Store in Mandalay
Keywords:consumer attitude, dietary supplements, security, time saving, trust
Background: With technological advancements, the internet has transformed people's lives worldwide. Marketing has been boosted by the creation of online virtual stores. Customers can buy products and services from anywhere in the world, 24 hours a day, 7 days a week, without geographical or temporal constraints.
Objective: Although many advertisers realize the power of the Internet, few research studies have been written on the characteristics that drive Mandalay customers to buy dietary supplements online. The aim of this study is to examine the influencing factors of customer attitude towards online purchasing of dietary supplements in Mandalay.
Materials and Methods: Data was collected from 'LifePlus' pharmacy, health, and beauty store OTC (over the counter medicine) customers using a self-administered pre-structured questionnaire. The collected data was examined using a quantitative approach descriptive-analytical design. The survey is based on 309 respondents who were willing to participate.
Results: According to the findings of the survey, customers' attitudes toward online buying for dietary supplements are influenced by perceived benefits (convenience, time savings, trust, and comparison). The results of the study indicate that factors such as time saving, and trust influence the consumers’ attitudes towards online shopping. Furthermore, there is a positive effect on consumers’ attitudes towards online shopping of dietary supplements.
Conclusion: This study strongly recommends online marketers to enhance timely delivery and trust with online shoppers to increase sales of their product or service other than dietary supplements.
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