Unveiling the Influential Dynamics: Personal Innovation and Word-of-Mouth in Shaping Online Pharmacy Adoption

Online pharmacies have revolutionized the healthcare industry, offering patients unprecedented access to medications, information, and communication with pharmacists. While online pharmacies have gained traction in the Western world, there are barriers to widespread adoption in the developing world due to limited information on factors influencing their popularity and use. To address this gap, this study integrates the Unified Theory of Acceptance and Use of Technology (UTAUT-2) and the Technology Acceptance Model (TAM) to investigate the motivations behind the use of online pharmacies. Based on this framework, hypotheses were formulated, and a survey was conducted among 378 participants. This study highlights the significant moderating role of personal innovation and Word-of-Mouth in shaping consumer attitudes toward adopting online pharmacies. These findings contribute to the literature on online pharmacy adoption and offer practical implications for providers to enhance their services and attract more consumers.