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Consumers’ usage and adoption of e-pharmacy in India

Consumers’ usage and adoption of e-pharmacy in India 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/approachBased 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.FindingsThe 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/implicationsThis research comes along with a geographic limitation of the sample size. The research was conducted in an urban suburb city of Bengaluru, India.Practical implicationsAt 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/valueThis 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Pharmaceutical and Healthcare Marketing Emerald Publishing

Consumers’ usage and adoption of e-pharmacy in India

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1750-6123
DOI
10.1108/ijphm-01-2020-0006
Publisher site
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Abstract

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/approachBased 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.FindingsThe 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/implicationsThis research comes along with a geographic limitation of the sample size. The research was conducted in an urban suburb city of Bengaluru, India.Practical implicationsAt 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/valueThis 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.

Journal

International Journal of Pharmaceutical and Healthcare Marketing – Emerald Publishing

Published: Jun 9, 2021

Keywords: Healthcare; e-pharmacy; Health service quality; Acceptance; Adoption intention; Intention to recommend; Usage intention

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