From fear to faith in the adoption of medicine delivery application: An integration of SOR framework and IRT theory

The current study tries to better understand the different consumer barriers towards adoption of MDAs and their psychological and behavioural responses through the lens of innovation resistance and S-O-R framework respectively. A longitudinal study was conducted with two surveys spanning over a period of two years to attain the research goals with a sample size exceeding four hundred users from India for each of the two studies. The respondents were predominantly between 36 and 45 years of age. Risk barrier which was not a crucial factor towards purchase intention of MDAs in the first study turned to be a significant element in the later study. The study helped to generate a new insight about the cognitive and emotive states of consumers’ in adoption of MDAs. The new insights and clarity about the customer experience can help the pharmacy delivery companies to thoughtfully redesign such apps that can inspire, align and guide.