The present study aimed to explore the online shopping of medicines from demographic, geographic, psychographic, and behavioral factors. A quantitative survey design was used with a quote sample representing the Swedish population regarding age, gender, and residential area. In total, 1863 persons responded to a survey, including measures of age, gender, income, education, area of residence, personality traits (BFI-10), values (Rokeach Value Survey), self-estimated health-status, internet usage, online shopping in general, and online shopping of medicines. Firstly, the data were analyzed with chi-squares and independent t-tests. From these initial analyses, online shopping of medicines was associated with young age, female gender, high income and education, living in a big city, extraversion, several values of desirable end-states of existence (e.g., self-respect, a sense of accomplishment, and pleasure), internet usage, and general online shopping. Secondly, the significant (p < 0.05) variables from the initial analysis were included in a logistic regression analysis. This comprehensive model showed that online medication shoppers are best predicted by being female and the use of internet. Unlike what was previously known about medication shoppers, the typical online medication shopper appears to be driven by hedonistic values and self-actualization, rather than health status. We suggest that further research replicate this study outside and inside Sweden, and that health status is measured in a different way.

中文翻译：

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谁是网上药品购物者？瑞典福利国家的市场细分

本研究旨在从人口、地理、心理和行为因素方面探讨药品的网上购物。采用定量调查设计，引用样本代表瑞典人口的年龄、性别和居住区域。共有 1863 人参与了调查，内容包括年龄、性别、收入、教育、居住地区、性格特征 (BFI-10)、价值观（Rokeach 价值观调查）、自我评估的健康状况、互联网使用情况、一般网上购物，以及网上购买药品。首先，使用卡方和独立 t 检验对数据进行分析。从这些初步分析来看，网上购买药品与年轻、女性、高收入和教育、生活在大城市、外向性、理想的最终存在状态的几种价值观（例如，自尊、自我意识）有关。成就和快乐）、互联网使用和一般在线购物。其次，初始分析中的显着（p < 0.05）变量包含在逻辑回归分析中。这个综合模型表明，女性和互联网的使用最能预测在线药品购物者。与之前对药品购物者的了解不同，典型的在线药品购物者似乎是受享乐主义价值观和自我实现驱动的，而不是健康状况。我们建议进一步的研究在瑞典国内外复制这项研究，并以不同的方式衡量健康状况。