The impact of trust and perceived risk on consumer purchase intention towards die-tary supplements - A comparison between independent pharmacies and pharmacy chains in Ho Chi Minh city

Abstract

The research’s purpose is to examine how trust and perceived risk affect consumer purchase intention towards health supplements at each type of pharmaceutical retailer: pharmacy chain and independent pharmacy. From the given result, it can be seen that both trust and perceived risk can influence purchase intention, in which perceived risk show a negative association with trust. In terms of independent pharmacy, the phar macy’s benevolence makes a greater impact on consumers’ trust. Meanwhile, physical risk is the only obstacle to prevent consumers from making a purchase at this setting. On the other hand, consumer shopping at pharmacy chains connected their trust more with competence and perceived risk with time risk. It is noted that ability to successfully perform a transaction can build consumers’ trust at both settings. This study is applied quantitative method collecting the responses from 450 participants in which 428 is valid for analysis and comes with insightful results.