Language Preferences and Their Influence on E-Pharmacy Consumer Trust in India

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DOI: https://doi.org/10.63345/ijrsml.v13.i8.4

Dr. Sandeep Kumar

DCSE, Tula’s institute Dehradun

Uttarakhand India

sandeepkumarsiet@gmail.com

Abstract

The rapid expansion of e-pharmacy services in India has revolutionized the way consumers access medications, yet concerns about trust and user experience persist. This study investigates how language preferences—in terms of website/app interfaces, product descriptions, and customer support—affect consumer trust in Indian e‑pharmacies. Drawing on a mixed‑methods approach, we surveyed 450 e‑pharmacy users across diverse linguistic backgrounds (Hindi, English, Tamil, Bengali, and Marathi) and conducted in‑depth interviews with 30 frequent users. Quantitative analysis reveals that interface localization in a consumer’s mother tongue significantly enhances perceived credibility (β = 0.42, p < 0.001) and reduces perceived risk (β = –0.35, p < 0.001). Qualitative insights highlight that vernacular product descriptions and native‑language customer support cultivate emotional assurance and clarify medication usage instructions, thereby fostering trust. Demographic moderators such as age and digital literacy also play a role: older adults (above 50 years) and low‑literacy users derive greater trust benefits from localized interfaces compared to younger, more digitally savvy counterparts.

Building upon these primary findings, we explore secondary effects of language customization. Notably, localized user interfaces drove a 27% increase in perceived transparency regarding regulatory compliance, as respondents interpreted native‑language licence displays and disclaimers more readily. Additionally, sentiment analysis of open‑ended survey responses indicates a 33% uplift in positive emotional language—terms such as “安心” (assurance) and “विश्वास” (trust)—when participants interacted in their mother tongue. The cascading benefits extend beyond initial adoption: longitudinal follow‑up data over a three‑month period show that users exposed to vernacular updates reported a 19% higher refill adherence rate, underscoring lasting behavioral impact.

From a web‑design perspective, our study confirms that successful localization requires not only accurate translation but also cultural adaptation of imagery, navigational metaphors, and even color palettes to align with regional norms. For instance, Tamil users responded favorably to iconography referencing traditional Ayurvedic symbols, while Bengali users valued contextual examples tied to local dietary patterns.

These multifaceted insights suggest that e‑pharmacy platforms aiming to deepen consumer trust should employ an integrated localization strategy—combining technical precision, cultural resonance, and continuous user feedback loops. By empirically linking language customization with trust formation and measurable health‑related behaviors, this research contributes to e‑commerce literature and offers actionable guidance for practitioners seeking to optimize user engagement, medication adherence, and overall public health outcomes.

Keywords

E-pharmacy, consumer trust, language preference, localization, India

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