This article does not explicitly examine the effect of perceived usefulness on customer interest in online pharmacies in the Indonesian market. This article focuses on the impact of perceived ease of use, perceived trust, perceived performance risk, and perceived physical risk on customer interest. Ferawaty et al. (2024) explained the impact of several factors on customer interest in using online pharmacies. The main findings are:
- Perceived trust: trust is an important factor influencing customers’ intention to use online pharmacies. If customers trust online pharmacies, they are more likely to use them, regardless of the perceived risks associated with buying medicine online.
- Perceived ease of use and perceived usefulness: The technology acceptance model (TAM) variables of perceived ease of use and perceived usefulness also influenced customers’ interest in using online pharmacies. Easy-to-use and useful services online pharmacies provide can increase customers’ trust and interest in using them.
- Perceived performance risk and physical risk: contrary to expectations, this study found that perceived performance risk (the risk of receiving low-quality or ineffective medicines) and perceived physical risk (the risk of physical injury from using medicines) did not significantly affect customers’ intention to use online pharmacies. This suggests that if customers trust online pharmacies, they are willing to overlook these risks.
- Importance of ease of use and benefits: This study highlights the importance of online pharmacies providing easy-to-use and useful services to increase customers’ trust and intention to use them.
- Increasing customer trust: the study emphasizes the need for online pharmacies to focus on increasing customer trust by ensuring the legality, quality, and security of personal data. This can be achieved through transparent and secure transactions, clear product information, and reliable customer support.
Overall, they provide valuable insights for online pharmacies in the Indonesian market. They can be used to improve their services and increase customer trust, ultimately promoting the sale of medicines online.
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 trust in terms of legality, quality and security of personal data.
Factors affecting customers intention towards online pharmacies in Indonesian market
Ferawaty Ferawaty, Wakky Antonio, Adilla Anggraeni
Reference: F. Ferawaty, W. Antonio, and A. Anggraeni, “Factors affecting customers intention towards online pharmacies in Indonesian market,” International Journal of Informatics and Communication Technology (IJ-ICT), vol. 13, no. 1, pp. 91–100, Apr. 2024, doi: 10.11591/ijict.v13i1.pp91-100.
By: I. Busthomi
