User switching intention from E-marketplace to E-pharmacy: The Influence of push, pull, and mooring factors

Abstract

The COVID-19 pandemic triggered a shift in medicine purchasing behaviors worldwide, including in Indonesia, from physical pharmacies to online platforms such as electronic marketplaces (e-marketplaces) and electronic pharmacies (e-pharmacies). However, shopping for drugs through e-marketplaces does not always guarantee quality and safety, especially since drugs are high-risk products. Considering this issue, the present study was conducted to determine the factors that can motivate Indonesian people to switch to e-pharmacies, which are directly managed by the pharmacies themselves and thus offer safe processes and products. The push–pull–mooring theory and the DeLone and McLean information system success model were used in the study. Questionnaire data were collected from 778 respondents, and 30 respondents were in-depth interviewed. Partial least square structural equation modeling was conducted to process the quantitative data obtained, and a content analysis was used for the qualitative data. The research findings showed that push, pull, and mooring factors influence the intention to switch to an e-pharmacy, in turn affecting actual switching behaviors. The results provide valuable insights into how e-marketplaces can deliver the quality and security expected by their users, with regulators to provide strict regulations, and how e-pharmacies can strengthen their features for added value over e-marketplaces.