Understanding non-adopters' intention to use internet pharmacy: Revisiting the roles of trustworthiness, perceived risk and consumer traits

Despite the benefits of Internet pharmacies, the adoption rate is still low. However, few studies have focused on the non-adopters? intention of innovation adoption. Thus, this study aims to investigate the influential factors underlying non-adopters? intention of using Internet pharmacies. Based on technology acceptance model, this study further integrated trustworthiness and perceived risk. It was found that perceived usefulness and trustworthiness significantly affected non-adopters? intention. Meanwhile, perceived ease of use positively impacted perceived usefulness and trustworthiness, while perceived risk negatively affected trustworthiness. The moderating effects of consumer traits were also examined. Implications are discussed at the end of the paper.

Automated summary

This study investigates the influential factors underlying non-adopters' intention of using Internet pharmacies, finding that perceived usefulness and trustworthiness significantly affect non-adopters' intention. Perceived ease of use positively impacts perceived usefulness and trustworthiness, while perceived risk negatively affects trustworthiness. The moderating effects of consumer traits are also considered.