E-handel bland äldre under en pandemi : En studie om digitalt utanförskap bland åldersgruppen 65+ vid köp från apotek under COVID-19 pandemin

Sammanfattning: The COVID-19 pandemic has led to a series of physical restrictions on society that have affected the elderly population the hardest. The elderly have been urged to stay in their homes which has led to a series of changes in how older people need to make their pharmaceutical purchases. This paper aims to investigate how older people perceive and what motivates them to make e-commerce purchases. By specifically examining the pharmacy market adaptation, perception and possible change, this study intends to contribute with an in-depth situational analysis. The empirical material of the study is taken from qualitative semi-structured interviews with three pharmacies and ten elderly (65+ years), and a non-participatory observation. The study is based on the theories Protection motivation theory (PMT) and Model of Digital Access, that is used in the analysis of the empirical data. The conclusion shows that the elderly who have high perceived self-efficacy, trust in recommendations and haven't experienced e-commerce as difficult have improved its relationship with e-commerce.