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BACKGROUND There is low level of adoption and acceptance of online pharmacies in Oman; only very limited Omani Citizens are aware of the existence of online pharmacies and even fewer number of Omanis accessed and bought medicines using online pharmacy systems. Therefore, online pharmacy business is facing great challenge in adaption in Oman; despite many attempts on using web applications that mimic the actual pharmacy operations; such attempts still preliminary and need more theoretical modelling and practical enhancements to trust, reliability, efficacy, and other factors of success. OBJECTIVE the primary objective of the present study is to investigate the factors influencing on the adoption of online pharmacy in Oman. This study carries out under Unified Theory of Acceptance and Usage of Technology – 2 (UTAUT-2) to examine the perception of customers on adapting online pharmacy. METHODS The study has presented extensive review of existing books, journals, reports, newspapers, articles, and reputable online information on the issue at hand. The review of relevant literature is closely linked to UTAUT-2 variables and the adoption of online pharmacy in Oman RESULTS The most important factors such as performance expectancy, effort expectancy, and social influence, facilitating condition, habit, hedonic motivation, and price value were observed their influence on adoption of online pharmacy among Omanis. CONCLUSIONS The study addresses issues relevant in the context that help to examines all variables being investigated. Furthermore, it also focused on the review of related theories that support the relationship among the variables and the utilization of online digital pharmacy in the Oman. Finally, issues of relative importance were also discussed that could help broader the study. |
