Understanding the consumer's intention to purchase reproductive health products from e-commerce sites

The emergence of the Internet, together with the expansion of associated technologies, has had a profound influence on every possible field. Of great importance to marketers has been the rise of virtual stores that facilitate the online sale of goods and services. Although the majority of marketers have recognized the significance of including the Internet in their marketing strategies, there is a lack of scientific study on the key elements that impact an individual's decision-making process in the purchase of female reproductive healthcare products. The women's health market in India is projected to grow to $1.325 Billion by 2030, from $0.726 Billion in 2022. The study employed a survey instrument with 448 participants who frequently make online purchases of reproductive healthcare products. The results indicated that purchasing through e-commerce sites has gained extensive popularity among female customers due to social influence, customer experience, cost-effectiveness, performance expectancy, effort expectancy, and facilitating conditions in its ability to save time and space. The study also indicated that advertising through social media has a profound impact on female customers in their purchase decisions to buy reproductive healthcare products.