[[alternative]]Factors Influencing Tourists’ Purchase Japanese Over-the-counter Medicines

[[abstract]]國人旅遊日本時喜愛於當地購買醫藥品，但因台日藥品規範不同，國人可能暴露用藥風險而不自知。本研究以計畫行為理論為主架構，加入自我藥療與用藥素養兩構面探討影響旅客購買日本非處方藥意圖與行為之因子。本研究以20歲以上且近一年內曾赴日旅遊之成人為對象，於2020年採便利抽樣方式進行問卷調查，回收424份有效問卷。研究以多元迴歸分析旅客購買日本非處方藥意圖與行為之因素。研究結果發現態度、主觀規範與知覺行為控制均可正向影響旅客日本非處方藥購買意圖。於購買日本非處方藥行為方面，年齡、收入、態度與知覺行為控制對於購買金額有顯著預測力; 而收入與知覺行為控制能顯著預測購買品項數量。自我藥療及用藥素養對於旅客購買日本非處方藥之意圖及行為則皆未具顯著水準。開放性題項結果統整發現產品價格及使用經驗為影響旅客購買日本非處方藥主要考量。鑒於日本非處方藥外盒包裝皆非中文標示，建議衛生單位應持續注意潛在購買者用藥風險，提供簡易查詢藥品資訊管道或適時說明成分之差異，並加強用藥教育。[[abstract]]Many Taiwanese tourists purchase over-the-counter medicine (OTC) when visiting Japan. In doing so they may be exposed to health risks because of the lack of Chinese on the package labeling for these Japanese products. By applying the Theory of Planned Behavior (TPB), this study aims to investigate factors influencing tourists’ intentions to purchase Japanese OTC and their ensuing behavior. In addition to the three constructs of TPB, self-medication and medication literacy were added to the model. The target group was adults aged 20 and older who have been to Japan in the past year. An online questionnaire was distributed in 2020 using a convenience sampling method. In total, 424 valid responses were collected. Multiple regression was then performed to investigate factors influencing tourists’ intentions to purchase and their ensuing behavior. The results demonstrated each of attitude towards the behavior, subjective norms, and perceived behavioral control had influence on tourists’ intentions of purchasing OTC. Regarding purchasing behavior, the study results reflect age, income, attitude toward the behavior, and perceived behavioral control had positive relationships with the amount spent on OTC. Moreover, income and perceived behavioral control were each positively associated with number of items purchased. In contrast, self-medication and medication literacy did not exhibit any statistical significance. Results of open-ended questions illustrate the Taiwanese tourists in this study took pricing and prior experiences into account when purchasing Japanese OTC. Given there were not any instructions in Chinese displayed on the package of Japanese OTC, the government should be aware of potential users’ medical risks and, accordingly, provide a few simple methods for searching medication information to ensure medication education