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Purpose This study aims to examine the mediating role of social influence on the relationship between key predictors of E-pharmacy adoption among young consumers based on the unified theory of adoption and use of technology (UTAUT). Design/methodology/approach This study employs a quantitative correlational research design. Based on cluster sampling, data was collected from 306 university students from three public universities in southwestern Nigeria. Data was analysed using partial least square structural equation modeling. Findings The primary determinant driving the adoption of e-pharmacy is performance expectancy. Social influence plays a partial mediating role in linking performance expectancy to e-pharmacy adoption. In contrast, it fully mediates the relationship between effort expectancy, facilitating conditions and the adoption of e-pharmacy services. Research limitations/implications This study provides theoretical clarity on recent issues within the UTAUT framework. Findings highlight the complexity of how social factors interact with individual beliefs and external conditions in determining technology acceptance. Practical implications Research includes information relevant to access the impact of e-pharmacy services on healthcare accessibility, affordability and quality in developing countries. Originality/value The findings extend the adoption of technology literature in healthcare and offer a new understanding of adoption dynamics. The results emphasize the importance of performance expectancy in driving e-pharmacy adoption, providing a clear direction for stakeholders to enhance service quality and user experience of e-pharmacy. Additionally, the mediating effect of social influence highlights the significance of peer recommendations, celebrity endorsements and social media campaigns in shaping consumer adoption of e-pharmacies among young people.
Adebo et al. (Mon,) studied this question.