Factors Influencing the Adoption of Online Pharmacies: A Post-Pandemic Study in Uttarakhand, India

This study explores the key factors driving the acceptance of online pharmacies in Uttarakhand, India, leveraging the Technology Acceptance Model (TAM) and integrating constructs from the extended Unified Theory of Acceptance and Use of Technology (UTAUT 2) and Protection Motivation Theory (PMT). Using a structured survey methodology, data were collected from 571 respondents across four districts of Uttarakhand: Dehradun, Haridwar, Nainital, and Almora. The research employed a partial least squares structural equation modeling (PLS-SEM) approach for data analysis, ensuring robust insights. The study identifies Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Price Value (PV), Social Influence (SI), Facilitating Conditions (FC), and Perceived Vulnerability (PUV) as critical determinants of behavioral intention toward e-pharmacy adoption. Consumer education emerged as a significant moderating factor, revealing its pivotal role in enhancing the likelihood of telemedicine and e-pharmacy adoption. This research fills a critical gap in understanding the factors influencing e-pharmacy adoption in India, particularly in the post-pandemic era. The integration of TAM, UTAUT 2, and PMT provides a comprehensive theoretical foundation for future studies on Health Information Technology (HIT) adoption. By examining the intersection of technology, healthcare, and consumer behavior, this study contributes to the evolving discourse on digital transformation in the pharmaceutical industry, paving the way for more inclusive and efficient healthcare delivery systems.