Determinants of Consumer Adoption of E-Pharmacy Services in Kolkata, West Bengal: An Empirical Analysis Using UTAUT Constructs

Background

The robust extension of online healthcare services in India has given e-pharmacy platforms as a vital recognition for imparting convenience, accessibility and affordability in pharmaceutical distribution industry. In spite of their emerging pertinence, consumer adoption remains provoked by several behavioural factors, requiring restrained empirical inspection, especially in urban biosphere such as Kolkata. To understand, why the consumer adoption of e-pharmacy is pertinent, the primary objective of the study was to understand whether behavioural intention is influencing the actual use behaviour of e-pharmacy, along with the secondary objectives was either the factors derived from the literature, such as, performance expectancy, effort expectancy and trust is influencing the behavioural intention to adopt e-pharmacy applications or not.

Materials and Methods

For this particular study, a quantitative along with cross-sectional research framework was planned. Primary data was gathered obtaining a structured and closed-ended questionnaire with a 5-point Likert scale distributed via Google Forms. A total of 204 valid responses was collected applying purposive and snowball sampling. Descriptive statistics and multiple linear regression of the data were performed using SPSS, version 21 software.

Results

All the three predecessors, mentioned before, PE, EE, and Trust demonstrated significant positive relationships with BI, where Trust found to be as the strongest antecedent. With that, BI is also found to be significantly influencing UB, assuring core conjecture of UTAUT-based adoption frameworks.

Conclusion

The factors are seen to be playing pivotal roles in forming consumers’ behaviour towards e-pharmacy adoption in Kolkata are Perceived usefulness, ease of use and trustworthiness. The outcomes display real life offerings for healthcare policymakers and online pharmacy providers striving to advance consumer engagement and emphasising resilient digital pharmacy adoption across urban Indian ecosystem.