The main aim of this research was to comprehend customer expectations for online pharmacies in India. In this case, customer expectation was identified as the dependent variable and, on the basis of the literature review, five independent variables – perceived usefulness, perceived ease of use, perceived risk, technology adoption and promotions – were identified. The research objectives were framed to evaluate the impact of the independent variables on the purchase decision or intention to make an online purchase.

Perceived usefulness, perceived ease of use, online purchase attitude, purchase intention, technology adoption, perceived risks, promotions.