Abstract The study determines factors affecting consumer behavior decisions through an analysis of UTAUT 2 framework elements and SEM statistical practices. The study investigated 262 participants to analyze how effort expectancy and performance expectancy interact with price value and perceived trust and health literacy for behavioral intention and buying decisions. The study outcomes demonstrate that perceived trust (f² = 0.195) and health literacy (f² = 0.229) generate medium-sized effects on behavioral intention which produces a significant large effect (f² = 0.422) on buying decisions. Research outcomes show that performance expectancy together with price value failed to demonstrate significant impacts while consumers pay more attention to trust-based perception and knowledge acquisition over cost-related considerations. The analysis demonstrates that consumer buying behavior depends on health literacy through behavioral intention as an intermediate factor. These findings generate new knowledge for consumer behavior theory by showing that UTAUT2 concepts work effectively outside technological choices into healthcare decision contexts. As a guide for management teams the research showcases practical methods to improve consumer involvement through both trust-building actions and educational health programs. The report emphasizes how open innovation is changing the way that digital healthcare is provided by emphasizing the integration of consumer-centric strategies to enhance e-pharmacy adoption. By leveraging open innovation frameworks in the form of technology acceptance models, businesses can foster a dynamic and adaptive approach to meet evolving consumer expectations in online pharmacy markets. This research faces restrictions because it relies on a cross-sectional study design and population demographic boundaries but generates ideas for further work with longitudinal techniques and larger study groups. This academic research reveals that cognitive and affective factors directly influence consumer decisions thereby establishing a strong basis for both academic research and practical business approaches.
Ahalawat et al. (Thu,) studied this question.