The effect of perceived risk, technology trust, and technology awareness on the consumer's behavioural intention to adopt online pharmacy

Abstract

The online pharmacy business in Saudi Arabia is facing a great challenge in adoption. Therefore, this paper aims to examine the factors influencing the adoption of online pharmacy in Saudi Arabia. This study was carried out under the Unified theory of acceptance and usage of technology-2 (UTAUT-2) to examine the perception of customers on adopting online pharmacy. SPSS and structural equation modelling-Smart-PLS are used for data analysis. The main findings showed that technology trust and technological awareness has a significant impact on the behavioural intention of the consumer to adopt online pharmacy. On the other hand, it is found that perceived risk has an insignificant influence on the consumer's behavioural intention. It is recommended to further investigate the effect of other factors influencing online pharmacy adoption in Saudi Arabia such as performance expectancy, effort expectancy, social influence and hedonic motivation.