Customer Usage Intention Of Online Pharmacies: A Developing Country’S Perspective | Brinda Sampat & Kali Charan Sabat

The purpose of this research is to examine the adoption of online pharmacies in a developing country, India. To achieve this, a conceptual model was developed by extending Technology Acceptance Model (TAM) to include Trust and Perceived Risk. The conceptual model was empirically tested usingStructural Equation Modelling (SEM) using AMOS software. Results revealed Trust and Perceived Usefulness as the key factors that influence consumers’ Attitude and Behavioral Intention towards online pharmacy adoption in India. The results also indicatedthat perceived risk was significantly associated with user’s attitude in negative relation, which indicates that risk concerns deter customers from purchasing healthcare products and services from online pharmacies. Understanding the factors that affect usage behavior, online pharmacists can develop marketing and supply chain strategies to ensure that people use this new service.