A Study of Consumers Purchase Intention on Male Erectile Dysfunction Drugs：Viagra as an Example

• Main Authors: Pi-HuiChou, 周碧惠
• Other Authors: Hsin-Hong Kang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/3f6938

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 101 === Viagra is one of the common drugs for the treatment of male erectile dysfunction （ED）. In Taiwan, most researches focus on the diagnosis and treatment of ED as well as the behavior of ED patients for seeking treatment. To date, the studies on the purchase of Viagra by the consumers have not been fully investigated and the analyses of purchase behaviors of the consumers are lacking as well. In the series, we attempted to study the purchase behavior of Viagra by questionnaires using the “theory of planned-behavior” （TPB） model. We then analyzed the results by statistics and proposed substantial sale indexes for further investigations. In addition, we further analyzed the differences of purchase behaviors among various groups of consumers by using the TPB model. The materials and methods are listed as below. First, we delivered and collected the questionnaire. In sum, 600 copies of questionnaire were delivered and 369 copies were returned. After excluding the missing and incomplete questionnaires, a total of 342 copies were effective and were included for final analysis, with an effective returned rate of 61.50%. We studied the effects of （1） behavior attitudes, （2） subjective morals, （3） perception behaviors, （4） behavior intentions and （5） age, marriage, income, education and occupations on the purchase of ED medication （for example, Viagra）. The SPSS 18.0 edition was used for statistics analysis. The methods of statistics include description, confidence, effectiveness, correlation, and Kruskal-Wallis test. Our results revealed the following: First, consumers in different age groups showed significant differences on the statements No. A1 （I think male erectile dysfunction drugs can improve the quality of my sexual life）, No. A2 （It is a wise decision to purchase ED medication）, and No. C3 （I will choose other medications because Viagra is very expensive）. Second, consumers with various income presented significant differences on the statements No. C1 and No. C2 （Pharmacists will provide me other ED medications other than Viagra）. Finally, consumers with different occupations showed significant differences on the statements No. A1, No. A2, No. B2 （The advertisement or friends’ suggestion, I think, can improve the understanding on sexual function disorders and willingness to seek treatment）, and No. C2 （all p＜0.05）. In summary, this series analyzed the purchase behaviors of Viagra by different consumers and provided the significant evidences for the marketing of ED medications using TPB. We further investigated and revealed the differences of various groups of consumers in purchasing ED medications. We believed our results would be of help in the decision making and the promotion strategies of Viagra sales.