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Abstract(s)
“E-Pharmacy – A tranquilizer for seniors?”
This exploratory research was written as a part of my International
Master of Science in Business Administration, fall 2011 - spring 2013.
Above all, this paper aims at providing some insights into this increasingly important market segment "seniors" but also a better comprehension and suggest that different strategies have to be developed by
pharmacies in order to satisfy this particular population.
The findings are consistent with previous research on senior consumer
behaviour, and address new topics as their interest in e-commerce and the
impact of cognitive age on their willingness to adopt the online pharmacy.