CONSUMERS’ PURCHASE INTENTION ON CONSUMPTIVE MEDICAL PRODUCTS - A COMPARATIVE STUDY OF TAIWAN AND CHINA
Chun-Chi Chen*
Department of Marketing and Distribution Management, School of Business,
Xiamen Institute of Technology, China, P.R.C.,
*Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.
Abstract
The e-commerce business has been flourishing in Taiwan and China. However, while these two countries seem to have the same national culture, but in fact they are the laws and consumer cultures developed separately, which between them few comparative studies have been regarding the kind of complex consumption behaviors of consumers’ purchasing intention on consumptive medical materials and devices on internet. This study developed a preliminary theoretical model to describe the key influencing factors on purchase intention of buying medical products online, which based on the perspective of perceived value and trust. A comparative analysis between Taiwan and China markets was performed by questionnaire research method in this study. The findings demonstrate that, (a) Contrary to China, both of the product involvement and the e-WOM have significantly influences on consumers’ brand trust in Taiwan; (b) Neither to Taiwan and China, the product knowledge and the price consciousness do not significantly impact on the brand trust; (c) Either to Taiwan and China, the brand trust significantly impact on consumers' purchase intention; (d) Either to Taiwan and China, the e-WOM from the Internet, such as social media, tends to be readily adopted by consumers and indirectly impact on purchase decision significantly. Finally, this study points out the corresponding theoretical and managerial implications based on the data analysis results.
Keywords: Brand Trust, e-WOM, Perceived Value, Price Consciousness, Product Involvement
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