Analysis of Japanese consumers' attitudes toward the digital transformation of OTC medicine purchase behavior and eHealth literacy: an online survey for digital experience design

Abstract

IntroductionSince the enactment of the revised Pharmaceutical Affairs Act in Japan in 2009, self-medication practices have increased in the country. However, studies report that consumers pay little attention to the medication facts and risks indicated on the packages of over-the-counter (OTC) medicines, which could be a potential risk. Since the COVID-19 pandemic, the digital transformation of purchasing OTC medicines has progressed. As an appropriate design for the digital transformation is likely to improve consumers' literacy and them obtaining medical information, this study systematically examines Japanese consumers' attitudes toward the digital transformation of OTC medicine purchase behavior and its correlation to eHealth literacy, exploring an appropriate digital experience design in purchasing OTC medicine.MethodsParticipants from the Greater Tokyo Area of Japan participated in an online survey. Consumers' current behavior and preferences in accessing OTC medicine, receiving medication guidance, and obtaining medical information were examined. eHealth literacy was assessed using the J-eHEALS. Descriptive statistics, text mining, and thematic analysis were conducted to answer research questions.ResultsOver 89% of the respondents who had experience in purchasing OTC medicines preferred local pharmacies or stores rather than online purchasing, p < 0.001. Obtaining medicine guidance in pharmacies or stores was the main preference over other approaches, p < 0.001. Furthermore, most of the participants accepted selecting medicine on shelves and digital screens in-store. However, they were accustomed to using smartphones to obtain additional information at the pharmacy or drug store, p < 0.001; this behavior was positively correlated with eHealth literacy, p < 0.001.ConclusionsJapanese consumers are seeking a combination of conventional and digital behaviors for purchasing OTC medicine rather than opting for a particular method. Most consumers prefer purchasing and receiving instructions in-store while searching for additional decision-making information online. eHealth literacy is positively associated with digital behaviors of OTC medicine information acquisition but less associated with medicine purchases and selections. The hybrid digital experience design may enhance the OTC medicine purchase experience and reduce potential risks by providing appropriate information.

What influences consumers’ online medication purchase intentions and behavior? A scoping review

“…The studies included in this review reveal that the availability of various drug products and more options ( Little et al, 2020 ; Cokro and Arfenda, 2023 ), wide-spread availability ( Tang et al, 2023 ), and 24-h availability ( Tang et al, 2023 ) were primary motivators for purchasing medication online. Unavailability in the local market ( Abanmy, 2017 ; Bowman et al, 2020 ) and drugs not for sale in a country ( Koenraadt and van de Ven, 2018 ) were also positively related to increased purchase behavior.…”

“…Convenience was also a dominant motivation for purchasing behavior. Consumers who bought medications online indicated that buying drugs online was more convenient ( Brijnath et al, 2015 ; Abanmy, 2017 ; Koenraadt and van de Ven, 2018 ; Little et al, 2020 ; Almomani et al, 2023 ; Anis and Tan, 2023 ; Tang et al, 2023 ) and saved time ( Almohammed et al, 2023 ; Almomani et al, 2023 ). Other convenience-related motivations included easy access ( Alwhaibi et al, 2021 ; Almomani et al, 2023 ), bypassing gatekeepers ( Almomani et al, 2023 ), home delivery ( Koenraadt and van de Ven, 2018 ), the importance of rapid retrieval of information ( Little et al, 2020 ), price comparison ( Little et al, 2020 ), and time efficiency ( Little et al, 2020 ).…”

How did COVID-19 pandemic affect the older adults’ needs for robot technologies in Japan?: comparison of participatory design workshops during versus after the COVID-19 pandemic

“…A meta-analysis of nearly 300 articles about the relationship between humans and information technologies during the COVID-19 pandemic found that information technologies were mainly used in specific domains like education and employment, and also used in healthcare and daily use ( Vargo et al, 2021 ). A few articles report how OAs have used these technologies for healthcare and family interactions ( Elbaz et al, 2021 ; Racin et al, 2023 ; Tang et al, 2023 ).…”

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“…A meta-analysis of nearly 300 articles about the relationship between humans and information technologies during the COVID-19 pandemic found that information technologies were mainly used in specific domains like education and employment, and also used in healthcare and daily use (Vargo et al, 2021). A few articles report how OAs have used these technologies for healthcare and family interactions (Elbaz et al, 2021;Racin et al, 2023;Tang et al, 2023).…”