Exploring factors influencing adoption of electronic prescription at community pharmacies in Germany: an omnichannel perspective

Bernhart, Gregor Franz Anton (2024) Exploring factors influencing adoption of electronic prescription at community pharmacies in Germany: an omnichannel perspective. Doctoral thesis, Northumbria University.

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This research project delved deeply into the specific factors influencing the adoption of electronic prescriptions at community pharmacies in Germany from an omnichannelperspective. Overall,
the study encompassed both qualitative and quantitative analyses, offering two complementary approaches to the research topic.

Starting with a qualitative study, semi-structured interviews were conducted with ten participants. This process uncovered pivotal elements that either foster or hinder the acceptance of electronic prescriptions. It yielded a complex network of 31 factors within ten constructs, setting the stage for the subsequent phase of the research.

Transitioning to a quantitative approach, the latter part of the study strived to delve deeper into these influences. It also projected the potential customer acceptance for the online purchase of prescription medications via electronic prescriptions. This quantitative analysis was based on the results of an online survey with 500 participants, the results of which are presented here and further explored via multiple regression.

The study ascertained that perceived risk, relative advantage, compatibility, personalization, connectivity, consistency, and flexibility are significant predictors of adoption, with the first three aforementioned factors emerging as the most influential. These findings indicate that mitigating safety concerns and highlighting the benefits and suitability of electronic prescriptions in an omnichannel context are crucial for increasing adoption rates. Furthermore, the research also underscores the importance of personalization and flexibility, suggesting that pharmacies should individualize their services to meet customer preferences.

In conclusion, this study unifies diverse research methods to deliver significant insights, while also covering the way for future academic exploration. Moreover, it provides practitioners with practical advice to remain competitive in the evolving realm of electronic prescriptions.

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: healthcare technology, consumer behavior, digitalization in pharmacy services, innovation diffusion, pharmaceutical e-commerce solutions
Subjects: N100 Business studies
Department: Faculties > Business and Law > Newcastle Business School
University Services > Graduate School > Doctor of Business Administration
Depositing User: John Coen
Date Deposited: 09 Feb 2024 08:47
Last Modified: 09 Feb 2024 09:00
URI: https://nrl.northumbria.ac.uk/id/eprint/51688

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