Nayak, B; Bhattacharyya, S S S; Kulkarni, O and Mehdi, S N (2023) Adoption of online pharmacy applications during COVID-19 pandemic; empirical investigation in the Indian context from push-pull and mooring framework. Journal of Engineering, Design and Technology, 21(4), pp. 1173-1196. ISSN 1726-0531
Abstract
Purpose: The purpose of this study is to identify antecedents of adoption and post-adoption switching of online pharmacy applications (OPA) in Indian society. A push-pull-mooring (PPM) model was formulated to evaluate the impact of various constructs upon “consumers' switching intention” (CSI). Design/methodology/approach: An online questionnaire was sent to 252 users of OPA in India. Hypotheses were generated to examine the push, pull and mooring effects of constructs developed. The relationships between dependent and independent variables were evaluated using structured equation modeling (SEM). Findings: The study explicated the effect of PPM constructs on CSI in the context of OPA adoption. “Perceived usefulness,” “perceived ease of use” and “alternative attractiveness” had a significant “pull” effect on CSI. “Switching cost” had a “mooring” effect on CSI, whereas the degree of “customer involvement in decision-making” was found to have a “push” effect upon CSI. Research limitations/implications: This study theoretically established that the constructs of “perceived usefulness,” “perceived ease of use” and “alternative attractiveness” had significant “pull” effect on “consumers' switching intention.” The construct of “switching cost” had a “mooring” effect on CSI, whereas the degree of “customer involvement in decision-making” was found to have a “push” effect upon CSI. Practical implications: The study provided valuable insights regarding consumer behavior regarding OPAs. These findings could be applied by managers in framing effective strategies to grow and retain the customer base of OPAs. Originality/value: To the best of the authors' knowledge, this was one of the first empirical investigative studies to assess precursors of adoption and post-adoption characteristics of consumer behavior through the PPM model, in the context of Indian OPAs.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Indian COVID-19 pandemic context; online pharmacy app; push-pull and mooring framework; technology adoption |
| Index terms: | independent variable, pandemic, technology adoption, modelling, India, investigation, consumer behaviour, framing, strategy, perceived usefulness, society, COVID-19, manager, perceived ease of use, questionnaire, decision-making, methodology |
| Subjects: | decision analysis, communities and social development, behavioral psychology, statistical analysis, health risk and incident analysis, management, research methods, Geography, innovation and technology management, conceptual models, analytical methods, data collection methods, consumer economics, practitioner |
| Topics: | Risk Management, Roles and Professions, Stakeholder Management, Health and Safety, Business Strategy, Engineering Principles, Research Practice, Geographical Context |
| Descriptive scope: | 4 PCTA |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here