Adoption of AI-enabled features in e-pharmacies and their impact on consumer decision-making and purchase intention in India

Purpose This study aims to focus on understanding the utilisation of artificial intelligence (AI)-enabled capabilities in e-pharmacies in India. The research is based on the principle of the technology acceptance model (TAM), and it is extended by introducing the notion of trust and decision-making, in addition to analysing the moderating effect of trust. Design/methodology/approach The questionnaire was structured, and the consumers surveyed in India had recently bought medicines using e-pharmacy sites in the past two months. Partial least squares structural equation modelling was then used to test hypothesised relationships, evaluate the measurement model and test moderation effects using only 384 valid responses. Findings The findings show a significant positive effect of perceived ease of use on perceived usefulness (PU) and consumer trust. Consumer decision-making (CDM) is significantly enhanced by PU and trust, and in turn exerts a strong influence on purchase intention (PI). In addition, consumer trust moderates the relationship between CDM and PI, such that the positive effect of decision-making on PI is significantly stronger at higher levels of consumer trust. The structural model demonstrates strong explanatory power and satisfactory predictive relevance. Practical implications The results indicate that providers of e-pharmacy should put more emphasis on intuitive design of AI, transparency and trust-building systems to enhance CDM and PI. Originality/value The paper makes contributions to the existing body of knowledge as it empirically confirms an extended TAM in the case of AI-based e-pharmacies and emphasises the essential moderating role of trust in digital commerce of healthcare-related products.