FACTORS INFLUENCING CONSUMER'S ONLINE PURCHASE INTENTION TOWARDS MEDICINES: A STUDY BASED ON EXTENDED UTAUT THEORY

The ease of connectivity to the World Wide Web, proficiency in digital technology, the transition from traditional face-to-face medical consultations to self-diagnosis practices, and a cohesive e-commerce supply network have collectively played a role in the rise of e- pharmacy in recent times. These platforms offer convenience by providing easy access to prescription and over-the-counter drugs, often at competitive prices. E-pharmacies also feature services like home delivery, digital prescriptions, and online consultations with healthcare professionals. With advancements in technology and growing internet penetration, e-pharmacies are gaining popularity, especially for consumers seeking convenience and time-saving solutions in healthcare. The sector gained momentum during the COVID-19 pandemic, as more people sought contactless solutions for their healthcare needs. An examination of the determinants or factors influencing individuals' inclination toward utilizing online pharmaceutical services is crucial. The broadened Theory of Unified Technology of Acceptance and Use of Technology (UTAUT) was used as the groundwork for this research study. As per Exploratory Factor Analysis, there are five factors affecting consumer’s purchase intention towards online buying of medicines i.e. social persuasion, utility expectation, ease of use expectation, self-motivation, and technology (Eigen value> 1). This study provides new dimensions regarding the factors affecting the consumer’s purchase intention towards buying medicines on various online platforms.