Understanding the determinants of ePharmacy services: the moderating effect of technology discomfort
ISSN: 0888-045X
Article publication date: 28 June 2022
Issue publication date: 4 August 2022
Abstract
Purpose
The purpose of this study is to understand the determinants affecting behavioral intention (BI) to use ePharmacy services. The moderating role of technology discomfort in the relationship between BI and the actual use of ePharmacies in the context of Bangladesh is also examined.
Design/methodology/approach
A descriptive, quantitative approach was used to consider the UTAUT-2 model. Using the convenience sampling method, 255 responses were collected. The data were analyzed using Smart-PLS 3.2 software to investigate the hypothesized relationships.
Findings
The findings reveal that website information, doctors’ services, performance expectancy, return policy, social influence, perceived reliability and facilitating conditions are significantly related to the BI to use ePharmacy services. Interestingly, the structural equation modeling results also confirmed that technology discomfort has no moderating effect on the relationship between BI and actual usage behavior.
Research limitations/implications
This research provides theoretical contribution by extending the practical knowledge focusing on the relationship of ePharmacy, BI and actual usage behavior by using UTAUT-2 model – a relevant and unexplored issue in the easting literature, offering several research opportunities as the future avenue.
Practical implications
The result highlights the economic and social relevance from the perspective of a developing country. As people are showing their intention toward ePharmacy, managers and decision-makers need to take strategic decision to overcome any difficulties. Policymakers need to improve their services for the expansion of ePharmacy through different development projects.
Originality/value
This study advances past studies on the use of ecommerce in the pharmaceutical industry and provides a general understanding of customers in developing countries.
Keywords
Acknowledgements
We thank Professor Ricardo Vinícius Jordão and Luiz Guilherme Rodrigues Antunes for their support to this article. During this process, we express sincere thanks to unanimous reviewers to provide a lot of constructive comments to develop this manuscript. We would like to thank all the health-care professionals, particularly pharmacists and the pharmacy workforce, volunteers and staff from other professions who are currently fighting or have served to fight the COVID-19 pandemic in the front line.
Citation
Gani, M.O., Rahman, M.S., Faroque, A.R., Sabit, A.A. and Fattah, F.A. (2022), "Understanding the determinants of ePharmacy services: the moderating effect of technology discomfort", The Bottom Line, Vol. 35 No. 2/3, pp. 90-114. https://doi.org/10.1108/BL-03-2022-0045
Publisher
:Emerald Publishing Limited
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