Autori
Luceri, Beatrice
Vergura, Donata Tania
Zerbini, Cristina

Titolo
Consumers' intention to buy generic drugs: Evidences from the Italian setting
Periodico
Mercati e competitività
Anno: 2017 - Fascicolo: 1 - Pagina iniziale: 159 - Pagina finale: 176

The paper aims to understand the determinants that may encourage consumer acceptance of generic drugs. In particular, attitude, perceived risk and brand sensitivity are considered as relevant predictors of the intention to buy. Moreover, the study aims to investigate: the effect of perceived risk on brand sensitivity and attitude towards generic drugs; and the mediation role of attitude and brand sensitivity in the risk-intention relationship. The proposed conceptual model was tested through structural equation modelling using data collected with an online survey from a sample of 742 people who bought drugs. All the hypothesized relationships are supported. Results contribute both theoretically and practically to the understanding of generic substitution.



SICI: 1826-7386(2017)1<159:CITBGD>2.0.ZU;2-X
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=58867&Tipo=Articolo PDF

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