Abstract：Objective To explore the factors that influence consumers' intention to purchase domestic OTC drugs and their behavioral characteristics so as to improve the willingness of consumers to purchase home-made OTC drugs. Methods A total of 386 valid questionnaires were analyzed using SPSS 21.0 software. Confirmatory factor analysis was carried out of the results of the survey using AMOS 21.0 software. Based on path analysis and model modification, an SEM structural equation model of the relationships between the country of origin image and consumers' intentions to purchase domestic OTC drugs was established. Results The cognitive country of origin image and emotional country of origin image had a positive impact on the image of OTC drugs, and the regression coefficients were 0.56 and 0.31 respectively. The image of OTC drugs had a positive impact on the four dimensions of the consumers' perceived value (functional perceived value, failure perceived value, emotional perceived value and social perceived value), with regression coefficients of 0.91, 0.83, 0.90 and 0.76 respectively. Emotional perceived value and social perceived value had a positive impact on consumers' purchase intention, and the regression coefficients were 0.70 and 0.22 respectively. Conclusions Emotional perceived value and social perceived value are the important influencing factors of consumers' intention to purchase OTC drugs. A favorable product image plays a positive role in the evaluation of each attribute of OTC drugs.
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