Factors of E-Consumer Behavior for E-Pharmacy Adoption in India: A Literature Review

Abstract

The study explores the factors of E-consumer Behaviour for E-pharmacy adoption in India. With a focus on discerning various factors like consumer trust, usefulness of buying online pharmacies, convenience, patients’ data and security issue with regards to online purchase of medication, is all medicines are available in online pharmacy and how easily it is available to online consumer. India ’s pharmaceutical industry has huge potential in the near future.

Objective: This study attempts to understand how e-pharmacy industry is very sensitive and projected to expand significantly in the next years due to a combination of favourable government policies, evolving consumer tastes, and technology advancements. However, it is important for the industry to address regulatory concerns and ensure the safety and authenticity of medicines sold online. This paper attempts to review literatures related to E pharmacy adoption, online consumer behavior and listing out factors influencing the consumer behavior for E-pharmacy adoption.

Methodology: It’s a conceptual research paper in which different research papers are reviewed to find out the different categories of variables that influence the study the E-pharmacy adoption in India and also provides a suggestive research methodology based on the relationship of different identified variables.

Findings: It examines literature review to identify different variables which influence the

e-pharmacy adoption in India which helps for further research study with primary data collection and for statistical analysis.

Implications/Limitations: The study is limited to literature review to identify the variables which influence the consumer behaviour towards adoption of online pharmacies in India. The Study provides a theoretical knowledge on different aspects which influence in consumer behaviour. Further research needs to be done in terms of identification of geographical area for data collection and analysing the data in statistical tools.

Originality/Value: It contributes the insight theoretical knowledge on how different factors can influence the consumer behaviour in adopting various e-pharmacy industries in India.

E-Pharmacy industry has seen a huge boom post Covid-19 like any other e-commerce industry   and which contributes to the economic development of the country.