A study on consumer acceptance of online pharmacies in China

This paper aims to examine the consumer acceptance of online pharmacies and to find out the different drivers of online medicine purchase intention. Based on the unified theory of acceptance and use of technology (UTAUT) model this paper includes five explanatory constructs. Data from consumers (n=274) questionnaires were collected in China, and were tested against the proposed research model. The results show that performance expectancy, social influence, perceived trust and perceived risk have directly significant influences on consumers' adoption intention of online medicine purchase, effort expectancy has positive influence on performance expectancy, and perceived trust has significant negative influence on perceived risk. Suggestions are made concerning how to develop online pharmacies and future research directions are discussed.

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