Factors affecting customersintention towards online pharmacies inIndonesian market

Abstract

Online  pharmacies  are  a  promising  business  model  for  promoting  online sales   of   medicines.   The   purpose   of   this   study   is   to   investigate   how technology  acceptance  model (TAM)  variables  (perceived  ease  of  use  and perceived  usefulness),  perceived  trust,  perceived  performance  risk,  and perceived   physical   risk   influence   customers'   intention   to   use   online pharmacy.  A  questionnaire  survey  was  used  to  collect  data  for  the  planned study.  The  results  showed  that  perception  of  trust  is  a  critical  factor influencing  costomers  intention  to  use  an  online  pharmacy.  The  reluctance of   customers   to   buy   medicines,   categorized   as   risk,   through   online pharmacies which was originally thought to be a determining factor, has no impact if customer trust in online pharmacy has been formed. This study has several  relevances  for  advancing  online  pharmacy  promotion  including  the importances  of  user-friendly  and  benefits  provided  by  online  pharmacies provider. It is very important how online pharmacies providers can increase customers trustin terms of legality, quality and security of personal data.