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Consumers’ usage and adoption of e-pharmacy in India

Mallika Srivastava (SVKM’s Narsee Monjee Institute of Management Studies, NMIMS University, Bangalore, India)
Madhur Raina (Symbiosis International (Deemed University), Pune, India)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 23 October 2020

Issue publication date: 9 June 2021

629

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.

Keywords

Acknowledgements

Source of Funding: This is a self-funded research study.

Citation

Srivastava, M. and Raina, M. (2021), "Consumers’ usage and adoption of e-pharmacy in India", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 15 No. 2, pp. 235-250. https://doi.org/10.1108/IJPHM-01-2020-0006

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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