FACTORS INFLUENCING E-PHARMACY ADOPTION IN INDIA: A STUDY OF USER EXPERIENCES THROUGH INTERPRETATIVE PHENOMENOLOGICAL ANALYSIS

Factors influencing E-pharmacy adoption in India: A study of user experiences through interpretative phenomenological analysis

The rapid growth of e-commerce has led to the emergence of e-pharmacies, which enable consumers to purchase prescription medications online.This study aims to explore the factors influencing the adoption of e-pharmacies in India through an interpretative phenomenological analysis (IPA) approach.Twelve in-depth interviews were conducted with individ

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