Factors Influencing Adoption Of Digital App Based Pharmacy Delivery Services – In Light Of Utaut-2 Model

Abstract

In the realm of health crisis, especially in the COVID-19 era, significant advancements in technology and exponential growth of e-commerce have introduced a new but emerging norm where online prescription delivery systems have found acceptance in India. This research objectives to establish the determinants that affect the adoption of digital app-based pharmacy delivery services on purchase intention, which eventually results in actual buying behavior among consumers. The study involves using only one method, which is quantitative analysis. The researcher adopted the survey approach to collect data through a multi-sectional investigation plan. To determine the sample size, the study randomly chooses a total of 175 online users of pharmacy delivery apps using the Cochran formula with an estimated error rate of 7.5% and a confidence level of 95%. The sampling method utilized in this research is non-probability sampling, specifically convenience sampling. There was no specific control group from which participants in this study could have been chosen, so convenience sampling was considered appropriate and feasible as it enables researchers to get their hands on enough individuals who meet certain criteria based on the data-gathering tool involved in this research, which is a carefully planned questionnaire. This questionnaire was developed based on previous literature examining the UTAUT-2 Model, including online pharmacy adoption and customer behavior. The analysis of data in the study employed SPSS Version 22 as well as AMOS Version 22 software. The research findings will help society by revealing what makes pharmacy delivery apps popular. This study can be useful to the pharmaceutical industry because it will help them understand the factors that positively and negatively influence the adoption of such applications. Additionally, authorities might use the data to promote the integration of digital healthcare services, ultimately boosting access to medication for persons in rural places or with limited mobility.