Abstract
The literature describes the potential for using future services technologies in public health emergencies. The ongoing coronavirus pandemic is resulting in unparalleled challenges to healthcare services in almost all countries, requiring innovative methods of practicing across health professions. Factors affecting pharmacists' choice of telemedicine adoption/non-adoption are yet to be examined, especially in Italy. Thus, we investigate the behavioral intentions of pharmacists related to telemedicine, as a future services technology, in the current pandemic context. Our model draws on the theory of planned behavior and extends it to investigate the mechanisms underlying attitude formation to telemedicine adoption through a cross-sectional approach, using a questionnaire-based survey. The model has medium-to-high power in predicting telemedicine adoption intention, and the two significant direct antecedents of the target construct (attitude to telemedicine, and perceived behavioral control) are almost equally important. The psychological mechanisms linked to the tendency to implement emerging technology are complex and have major management effects. Studies in this field are yet to focus on the issues that affect the pharmacists' decision regarding adopting or not adopting telemedicine, as a future services technology.