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.
展开▼
