Dynamics of Customers' Online Medicine Purchase Intention
Date
2021-12
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North South Business Review
Volume
12
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1
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Abstract
The outbreak of COVID-19 and the availability of online buying sites encouraged people to order products staying from home. It has been observed that people even buy their medicine online by uploading their prescriptions. Despite the importance of online medicine purchase, scant attention is given to investigate the factors motivating customers to use such advancement. As a result, drawing on the technology acceptance model (TAM) and other contemporary literature directions, the study identifies four factors that might influence customers' online medicine purchase intention. Consequently, data were collected from 160 respondents for empirical investigation. Using PLS-SEM, the data analysis reveals that perceived usefulness, ease of use, and security issues play a vital role while customers intend to order medicine through online platforms. The factor of website layout design does not produce any significant effect. The study contributes by extending TAM theory and addressing the gap by advancing the business and management information system literature in the aspect of online medicine purchase intention. Practically managers of firms will likely be able to engage more customers in online platforms advancing such factors. The study of online medicine purchase intention is novel during the COVID-19 pandemic in a specific country context.
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North South University