E-Commerce and Public Health: Bridging Accessibility Gaps for Healthcare Products in India

Abstract

Purpose
This study explores the role of e-commerce in bridging the accessibility gaps for healthcare products in India, particularly between urban and rural populations. It examines consumer behavior, preferences, and challenges associated with using e-commerce platforms for healthcare while also evaluating their potential impact on public health outcomes.
Design/Methodology/Approach
A descriptive research design was employed with data collected from 725 respondents across metropolitan and major cities in South India. The study utilized a stratified random sampling method to ensure diverse sociodemographic representations. Statistical tools, such as independent samples t-test, multinomial logistic regression, and chi-square tests, were applied to analyze accessibility differences, demographic influences, and challenges.
Findings
The analysis revealed significant differences in accessibility scores between urban and rural respondents, with urban populations benefiting the most. Demographic factors, such as age and income, significantly influenced consumer behavior, while trust and safety concerns were prominent among rural respondents. Challenges such as digital literacy and product authenticity have been found to affect purchase frequency. The study also highlights the transformative potential of e-commerce platforms to improve healthcare access and public health outcomes.
Practical Implications
The findings underscore the need for targeted policies, rural-focused strategies, and public-private collaborations to address infrastructure gaps, build trust, and enhance the adoption of e-commerce for healthcare.
Originality/Value
This study contributes to the limited research on the integration of e-commerce with healthcare in India by providing actionable insights for policymakers, e-commerce platforms, and public health stakeholders.