Abstract
This research delves into the intricacies of Vietnamese women’s intentions to purchase women’s health pharmaceutical products, exploring the nuanced interplay between cultural norms, digital information sources, and social influences within a collectivist society. This research employs a survey-based approach to understand Vietnamese women’s purchase intentions regarding health pharmaceutical products. By examining the multifaceted interplay between social norms, digital information sources, and the perceived credibility of various channels, this research sheds light on the nuanced decision-making processes for purchasing products associated with intimate health concerns. Despite the growing digital landscape in Vietnam, findings reveal a complex picture where traditional social endorsements and collective values significantly sway individual choices, while the credibility and reliability concerns of online information sources, including Key Opinion Leaders (KOLs) and healthcare professionals, present notable challenges. This manuscript not only bridges a critical gap in understanding consumer behavior within collectivist societies but also highlights the evolving role of digital platforms in sensitive health-related decision-making, underscoring the selective trust placed in different information channels.
Published Version
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