Datasheet1_Analysis of Japanese consumers' attitudes toward the digital transformation of OTC medicine purchase behavior and eHealth literacy: an online survey for digital experience design.pdf

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.

研究背景
自2009年日本修订《药品事务法》（Pharmaceutical Affairs Act）施行以来，该国自我药疗行为有所增加。然而已有研究表明，消费者对非处方（over-the-counter, OTC）药品包装上标注的用药说明与风险信息关注度不足，这或存在潜在风险。自新冠疫情（COVID-19 pandemic）以来，非处方药品采购的数字化转型进程加快。鉴于适配性的数字化转型设计有望提升消费者健康素养并助力其获取医疗信息，本研究系统考察日本消费者对非处方药品采购行为数字化转型的态度及其与电子健康素养（eHealth literacy）的相关性，并探索适配的非处方药品采购数字化体验设计方案。

研究方法
本研究面向日本东京都市圈（Greater Tokyo Area）招募受试者开展线上调查。调研考察了消费者在获取非处方药品、接受用药指导及医疗信息的现有行为与偏好。采用J-eHEALS量表评估受试者的电子健康素养水平，并通过描述性统计、文本挖掘与主题分析法解答研究问题。

研究结果
拥有非处方药品采购经验的受访者中，逾89%更倾向于线下实体药店或门店采购，而非线上购药（p < 0.001）。相较于其他方式，在实体药店或门店获取用药指导是消费者的首要选择（p < 0.001）。此外，多数受试者认可线下货架与店内数字屏幕选药的模式，但他们习惯在实体药店使用智能手机获取补充信息（p < 0.001），且该行为与电子健康素养呈显著正相关（p < 0.001）。

研究结论
日本消费者在非处方药品采购中更倾向于融合线下传统模式与线上数字化行为，而非单一选择某一种采购方式。多数消费者偏好线下门店采购与接受用药指导，同时在线上搜索辅助决策的补充信息。电子健康素养与非处方药品信息获取的数字化行为呈显著正相关，但与药品采购及选品行为的相关性较弱。融合式数字化体验设计可通过提供适配信息，优化非处方药品采购体验并降低潜在风险。