The rise of internet-based pharmacies has transformed the healthcare sector, giving patients access to medications, information, and direct interaction with pharmacists. While online pharmacies have become popular around the world, there are challenges hindering their widespread use in developing countries due to a limited understanding of the factors affecting their acceptance and usage. To bridge this knowledge gap, a study utilized a model combining the unified theory of acceptance and use of technology (UTAUT 2) with the technology acceptance model (TAM) to explore the drivers behind online pharmacy usage in Oman. Through this framework, twelve hypotheses were. A survey involving 378 individuals familiar with online pharmacies was conducted. Structural equation modeling (SEM) was applied to analyze the data and test these hypotheses. The results indicate that factors such as perceived expectancy effort expectancy and facilitating conditions hedonic motivation, habit perceived risk, technology trust, and technology awareness play roles in influencing the adoption of online pharmacies in Oman. The findings suggest that personal innovation plays a moderating role in the connection between perceived risk and behavioral intention, while it has a negative moderating influence on the relationship between technology trust and behavioral intention. Word of mouth was identified as a moderator in enhancing the correlation between behavioral intention and online pharmacy adoption. This research emphasizes the moderating relationship of personal innovation and word of mouth on shaping consumer attitudes towards online pharmacies and their acceptance. In summary, these results add to the existing knowledge on pharmacy adoption and in developed areas such as provide practical insights for online pharmacy providers to improve their offerings and attract a larger customer base.

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