Risk-taking in consumers' online purchases of health supplements and natural products: a grounded theory approach.
Ju-Ying AngGuat-See OoiFatimatuzzahra' Abd AzizSeng-Fah TongPublished in: Journal of pharmaceutical policy and practice (2023)
In this study, a substantive theoretical model is developed to demonstrate how consumers decide to purchase online health supplements and natural products by accepting an acceptable level of risk associated with the product or process. The emerging model is potentially transferable to other populations in similar contexts.