Consumers’ usage and adoption of e-pharmacy in India
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.
Year of publication: |
2020
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Authors: | Srivastava, Mallika ; Raina, Madhur |
Published in: |
International Journal of Pharmaceutical and Healthcare Marketing. - Emerald, ISSN 1750-6123, ZDB-ID 2280280-0. - Vol. 15.2020, 2 (23.10.), p. 235-250
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Publisher: |
Emerald |
Saved in:
Online Resource
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