2022 | OriginalPaper | Chapter
Presenting OTC Drugs on Digital Signage – Effects on the Perceived Purchase Risk
Authors : Semra Ersöz, Hendrik Schröder
Published in: Smart Services
Publisher: Springer Fachmedien Wiesbaden
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Digital displays can replace product shelves, and show products enlarged and featured with videos and informative graphics and images. In this empirical study, the extent of perceived purchase risk in pharmacies is investigated for digital and conventional presentation. Nearly 800 pharmacy customers were surveyed in five German pharmacies after purchasing OTC drugs. Besides the overall risk perception, six distinct risk types were analysed: performance, physical, psychological, financial, social, and privacy risk.