Consumer Acceptance of E-Pharmacy Services: Examining the Mediating Effect of Consumer Trust
DOI:
https://doi.org/10.62843/jssr.v6i1.707Keywords:
E-Pharmacy, Consumer Acceptance, Brand Credibility, Perceived Risk, Consumer Trust, Digital Healthcare, PLS-SEMAbstract
The study examines how brand credibility and perceived risk affect e-pharmacy acceptance among consumers. The study specifically investigates how consumer trust functions as a mediator between these two variables. A quantitative cross-sectional research design was adapted using validated measurement scales to create a structured questionnaire. Data were collected from 385 respondents who had previous e-pharmacy experience in Pakistan through purposive and snowball sampling methods. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to assess both direct effects and mediation effects. The results indicate that brand credibility positively influences consumer trust, while perceived risk significantly affects trust formation. Consumer trust functions as the main predictor of e-pharmacy acceptance, while it operates as the essential link between brand credibility and perceived risk and consumer acceptance. The findings demonstrate that trust functions as the bridge between cognitive evaluations and behavioral intention in high-risk digital healthcare environments. The research creates a trust-based mediation framework that expands current healthcare technology adoption models through its implementation. The study reveals how consumers make decisions through psychological mechanisms that exist beyond direct effects.
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