Consumers’ usage and adoption of e-pharmacy in India

Abstract

Purpose This paper aims to identify and empirically validate the various factors for adoption, usage and intention to recommend e-pharmacy for purchasing medications by consumers. Design/methodology/approach Based on constructs from well-established theoretical models, the technology acceptance model, extended unified theory of acceptance and use of technology and self-determination theory, a model was proposed for the study. The model was validated with a sample size of 184 respondents using partial least squares method and factor analysis to establish and validate relationships among the various identified constructs. Findings The results show that performance expectancy, effort expectancy, social influence and hedonic motivation have a positive co-relation with adoption of e-pharmacy and the intention to recommend. The results depict that gender and educational background have no correlation toward adoption and intention to recommend e-pharmacies for purchasing medicines in India. Research limitations/implications This research comes along with a geographic limitation of the sample size. The research was conducted in an urban suburb city of Bengaluru, India. Practical implications At an academic level, this research will provide interesting insights for exploring adoption and usage intention of consumers toward e-pharmacy. At a managerial level, this empirically supported study will provide insights into the relationship among the various constructs and the consumers’ motivation toward adoption and usage intention of e-pharmacy. Originality/value This research is the first of its form which uses constructs from the technology acceptance model, extended unified theory of acceptance and use of technology and self-determination theory in the online healthcare space to understand consumer usage behavior.

Understanding the determinants of ePharmacy services: the moderating effect of technology discomfort

“…A high-quality website is essential to attract customers, facilitate technology acceptance and provide positive experiences (Soltani-Nejad et al , 2020). We found positive and significant correlations between BI and AUB, similar to previous studies (Srivastava and Raina, 2021; Lai, 2020). Finally, we were surprised to find no significant moderating role of TD in the relationship between BI and AUB.…”

“…Although the popularity of ePharmacy services is growing rapidly, the existing literature demonstrates that the field is still in its infancy, and thus there is enormous room for contributions to this body of research (Yin et al , 2016). Research on the intent to use ePharmacy services and actual usage behavior (AUB) has mainly been conducted on antecedent–consequence–outcome interactions and is conceptual in nature, dealing primarily with issues such as performance expectancy (PE), effort expectancy, social influence (SI) and hedonic motivation (Srivastava and Raina, 2021; Meng et al , 2020; Yin et al , 2016).…”

“…The response to the COVID-19 pandemic has also prompted a significant increase in the desire for ePharmacy services in the health-care sector. ePharmacy is a computerized, automated, internet-based platform that links subscribers and pharmacies via associated component and database systems, decisionsupport systems, electronic transactions and inventory management and monitoring (Srivastava and Raina, 2021). Although the popularity of ePharmacy services is growing rapidly, the existing literature demonstrates that the field is still in its infancy, and thus there is enormous room for contributions to this body of research (Yin et al, 2016).…”

Moderating effect of gender on adoption of digital health consultation: a patient perspective study

“…In 2012, Venkatesh et al (2012) integrated hedonic motivation (HM), price value (PV) and habit as three supplementary factors to the original UTAUT model and renamed it as UTAUT2. This extension made UTAUT2 an ideal model to study the adoption behaviour of ultimate consumers in various technology adoption conditions (Chang, 2012;Tak and Panwar, 2017;Srivastava and Raina, 2020). In contrast to what Venkatesh et al (2012) suggested, the current research model does not take into account the position of HM.…”

Application of E-Pharmacies in India

“…The increase in the use of e-pharmacies by the customers is due to the availability of high speed internet and efficient supply chain. However, research has revealed that purchasing drugs online has hazards such as counterfeit medications [2].…”