Reasons Influencing Purchase Decisions of Dietary Supplements on the Internet in Thailand

Abstract

            Objectives: To study characteristics of consumers and their reasons influencing the decisions to buy or not to buy dietary supplement on the internet and to explore the categories of popular dietary supplements bought by the consumers. Methods: This cross-sectional study collected data by using an online questionnaire posted in the 4 most visited websites including Pantip, Facebook, Dek-D and MThai from June to August, 2014. The questionnaire consisted of the items on reasons influencing decisions to purchase or not purchase dietary supplements on the internet and the products previously purchased. Results: Among 180 participants, 115 (63.9%) had purchased dietary supplements on the internet. Demographics, health behaviors and economic status of those who had/had not bought such products were not significantly different. Product labeling with symbols or certification from regulatory agencies was the most important reason influencing purchase decisions. Credibility of products, price, product characteristics and customer reviews of the products were the next most important reasons for the subjects. The most popular dietary supplement purchased on the internet among the subjects was vitamin C which was categorized as functional food. The reasons for not purchasing dietary supplement on the internet were the needs to see actual products before making decision, uncertainty on the product safety, and trustworthiness of the sellers. Conclusion: The customer protection and pharmacists, as health professionals, should increase their roles in educating consumers on appropriate reading of the labels of dietary supplements for ensuring safety among customers in the era of prevalent commercialization of dietary supplements over the internet.