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This study explores the classification of online pharmacy consumers into high- and low-satisfaction groups based on their beliefs regarding risk, benefits, and convenience, using discriminant analysis. Data were collected through online and offline surveys in Northeast India (excluding Sikkim) and Sikkim from June 2022 to August 2023, using a validated questionnaire. The Theory of Reasoned Action (TRA) was used to explain consumer satisfaction, highlighting the role of rational decision-making in shaping perceptions and behavior. Independent t-tests revealed significant relationships: higher perceived benefits and convenience were strongly associated with greater satisfaction, while higher perceived risks led to reduced satisfaction. Through discriminant analysis it was found that convenience was the strongest discriminator, followed by benefits and risk. The findings are relevant for older and marginalized consumers who rely heavily on e-pharmacies.

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Classification of Online Pharmacy Consumers into High/Low Satisfaction Using Discriminant Analysis

  • 会议论文

  • 发表日期：

    2026年

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  • Rinchen Gensapa,
  • Vivek Pandey,
  • Samrat K. Mukherjee,
  • Saibal Kumar Saha,
  • Ajeya Jha

摘要

This study explores the classification of online pharmacy consumers into high- and low-satisfaction groups based on their beliefs regarding risk, benefits, and convenience, using discriminant analysis. Data were collected through online and offline surveys in Northeast India (excluding Sikkim) and Sikkim from June 2022 to August 2023, using a validated questionnaire. The Theory of Reasoned Action (TRA) was used to explain consumer satisfaction, highlighting the role of rational decision-making in shaping perceptions and behavior. Independent t-tests revealed significant relationships: higher perceived benefits and convenience were strongly associated with greater satisfaction, while higher perceived risks led to reduced satisfaction. Through discriminant analysis it was found that convenience was the strongest discriminator, followed by benefits and risk. The findings are relevant for older and marginalized consumers who rely heavily on e-pharmacies.