Influence of Exposures, Benefits, and Barriers Toward OTC Medicine Behavior

Abstract

This study examines factors affecting consumer behavior toward the use of over the counter (OTC) medicine, including the perceived benefits and barriers affecting their use of OTC and herbal medicines. Variables used in this research are based on the existing Health Belief Model and its derivatives, particularly the result from Jones, et al. (2016) that includes how variables including barriers, benefits, perceived efficacy, and threats influenced behavior regarding the H1N1 vaccine campaign. Focus Group Discussion to 4 OTC and NonOTC users groups showed that exposure, benefits, and barriers influence consumer behavior toward OTC and non-OTC (herbal) medicines but that efficacy and threats were not significant factors affecting the use of OTC medicines. The focus group discussion results were reconfirmed based on 404 responses to a questionnaire using convenience sampling through digital media. Quantitative results were statistically tested using a Structural Equation Model (SEM) to determine the influence of and the relationship between benefits, barriers, and perceived trust as they affect behavior toward OTC medicine. The study shows that both perceived benefit and perceived barriers significantly influence behavior both for OTC and herbal medicines while variables regarding perceived trust and exposure do not have a significant impact on the use of OTC or herbal medicines. Keywords—health belief model, exposure, health information, barrier, benefit, behavior, OTC, Non-OTC, herbal, Structural Equation Modelling