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This study investigates the factors influencing the adoption of online pharmacies in Uttarakhand, India, using the Technology Acceptance Model (TAM) and integrating elements from UTAUT 2 and Protection Motivation Theory (PMT). Data from 571 respondents revealed that Perceived Ease of Use, Perceived Usefulness, Price Value, Social Influence, Facilitating Conditions, and Perceived Vulnerability significantly affect behavioral intentions toward e-pharmacy adoption, with consumer education as a crucial moderati

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sfrthesis

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EN