Exploring the determinants of consumer repurchase intention in self-medication: A smart PLS-SEM approach

Abstract

This paper investigates the determinants of consumer repurchase intention in the context of self-medication, with particular emphasis on perceived usefulness, purchase convenience, interpersonal influence, and information quality. Data were collected from 664 respondents in Punjab, India, using a structured questionnaire, and analysed using Partial Least Squares Structural Equation Modelling using Smart PLS 4. The findings reveal that all four factors positively and significantly influence repurchase intention, with perceived usefulness emerging as the strongest predictor (β = 0.405), followed by purchase convenience (β = 0.325), interpersonal influence (β = 0.260), and information quality (β = 0.245). The proposed model explains 37.4 per cent of the variance in repurchase intention (R2 = 0.374), indicating moderate predictive power. These findings enhance understanding of consumer repurchase behaviour in self-medication by identifying the key drivers of repeat purchase decisions and provide practical insights for healthcare policymakers and pharmaceutical marketers to develop strategies that promote informed, responsible, and consumer-centred self-medication practices. This article is also included in The Business & Management Collection, which can be accessed at https://hstalks.com/business/.