Refining Research Methodology and Assessing Feasibility: A Pilot Study on the Impact of Online Marketing Factors on E-Pharmacy Adoption and E-Consumer Behavior in Bangalore.

Abstract

This pilot study explores the influence of online marketing factors on E-Pharmacy adoption and e-consumer behavior in Bangalore. The research aims to refine the methodology for a larger, comprehensive study by defining and testing key variables, collecting preliminary data, and identifying potential challenges. A sample of 177 participants from diverse backgrounds was surveyed using a multi-source approach, including E-Pharmacy platforms, healthcare providers, academic institutions, and online healthcare communities. Data collection involved informed consent and an online questionnaire, with a commendable response rate of approximately 75%. The study utilized Cronbach's Alpha to assess the internal consistency of the questionnaire, factor analysis with Varimax rotation to interpret relationships between user behavior variables, and correlation analysis to examine the relationships between user trust, satisfaction, and other factors. The findings indicate varying levels of internal consistency, highlighting areas for refinement. The results provide insights into the correlation between user trust, satisfaction, and online marketing strategies, suggesting that enhancements in user interface, payment security, and delivery reliability can significantly impact E-Pharmacy adoption. This pilot study lays the foundation for a more extensive investigation, contributing valuable knowledge to the E-Pharmacy sector and offering practical implications for operators, policymakers, and consumers.