Abstract
The success of an innovation like an e-pharmacy rests on its massive acceptance by consumers. However, research on this topic in developing countries like South Africa indicates that most older consumers still prefer to access their medication from physical healthcare stations. Research in this field has not adequately addressed the issue of what contributes to the usefulness of e-pharmacies and consumers' trust therein. This study applied the expectation model to understand the factors influencing e-pharmacies' usefulness perception and trust among 350 older South African consumers who have access to the internet and have used e-pharmacies previously. Structural equation modelling was utilised to validate the research measurement model and test the study's hypotheses. The findings suggest that the integrated proposed model provides a better explanation for e-pharmacies' usefulness. Furthermore, the findings suggest that perceived usefulness is influenced by confirmation and utilitarian value. Moreover, perceived usefulness has a significant influence on older consumers' trust in e-pharmacies.