Privacy or trust: understanding the privacy paradox in users intentions towards e-pharmacy adoption through the lens of privacy-calculus model

Abstract

Purpose

This study aims to present a comprehensive investigation into users’ behavioural intentions to use e-pharmacies through the lens of the privacy calculus model. The present study also investigates the effects of perceived benefit, perceived privacy risk, timeliness and perceived app quality on e-pharmacy usage through the mediating role of trustworthiness.

Design/methodology/approach

The study used a deductive approach and collected data from 338 respondents using the purposive sampling technique. partial least squares structural equation modelling was applied to analyse the data.

Findings

The findings of the study indicate that perceived benefit, perceived privacy risk, timeliness and perceived app quality do not directly impact users’ behavioural intentions towards e-pharmacy adoption. Instead, it demonstrated that perceived benefit, perceived privacy risk, timeliness and perceived app quality influenced behavioural intention indirectly through the mediating role of trustworthiness

Originality/value

This study offers valuable insights to entrepreneurs, marketers and policymakers, enabling them to develop regulations, guidelines and policies that cultivate trust, safeguard privacy, ensure prompt services and create an enabling environment for the adoption of e-pharmacies. The present study also contributes to the existing literature by extending the privacy calculus model with the integration of timeliness and perceived app quality to explain users’ adoption behaviour towards e-pharmacy.

Citation

Ashrafi, D.M., Ahmed, S. and Shahid, T.S. (2024), "Privacy or trust: understanding the privacy paradox in users intentions towards e-pharmacy adoption through the lens of privacy-calculus model", Journal of Science and Technology Policy Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSTPM-09-2023-0149