CUSTOMER EXPECTATIONS WITH E-PHARMACIES IN INDIA

The main aim of this research was to comprehend customer expectations for online pharmacies in India. In this case, customer expectation was identified as the dependent variable and, on the basis of the literature review, five independent variables - perceived usefulness, perceived ease of use, perceived risk, technology adoption and promotions - were identified. The research objectives were framed to evaluate the impact of the independent variables on the purchase decision or intention to make an online purchase. Secondary data were collected for this research through online sources and, based on the findings, it was revealed that perceived usefulness made a significant impact on customer intention, while perceived ease of is positively impacted is drive by flexibility provided to customers for making purchase decisions. Perceived Risk (fake e-pharmacies lead to information security risk and product risk) negatively influenced the intentions of customers to make online purchases. At the same time, technology adoption was integral in the intention of a customer to make a purchase online which is influenced by perceived usefulness and perceived ease of use of the system. Lastly, customized offers and promotions significantly influenced buying decisions.