중국 온라인 약국 구매자 프로파일 추출에 관한 연구: 비처방 제품 중 건강기능식의 구매를 중심으로

초록

This study empirically analyzes and reports the profiles of online pharmacy non-prescription OTC products such as health functional food for 750 residents of the three largest cities in the Chinese market. Several previous researches focus on telemedicine and prescription of online pharmacies, but empirical analysis is lacking in non-prescription market that can be targeted by Korean companies. Of the total samples, 46.3% purchase drugs online, of which heavy users purchased Korean red ginseng, a non-prescription product, at a specialized online pharmacy with 20.5% of the online channels. In addition, 24.6% of the total samples were light users, and 12.3% of the online channels purchased Korean red ginseng from online pharmacies. The profile of heavy users to be targeted by the Korean pharmaceutical and food industries was found to be relatively young, younger children, highly educated, and somewhat low-income. This result can be used as basic data for the targeting and product assortment of online pharmacies in Korea.

키워드