Technology Acceptance as a Determinant of Online Grocery Shopping Adoption

Radka Bauerová · Martin Klepek

63 citations0/0 files storedActa Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

Online grocery shopping plays an important role in the current online market as the most evolving online shopping category. Despite that, consumers adopt this way of shopping quite differently across European countries. To explain such a difference, the Technology acceptance model (TAM) can be used for better understanding consumer behaviour toward habitual online shopping. This paper goes beyond and applies TAM in online grocery area based on the assumption that customers view online grocery shopping as an interaction with system respectively web page interface. The aim of the paper is to explain consumer behaviour in the domain of online grocery shopping. Structural equation modelling was chosen to determine factors influencing online grocery shopping and moreover, to find positive relationships between them. The online quantitative questionnaire was given to 480 respondents. Analysis showed a positive relationship between Perceived Usefulness (PU), Perceived Ease of Use (PEOU) and Behavioural Intention (BI). The final scheme has characteristics of simple path model with a sequence of latent constructs where PEOU has a positive effect on PU and PU consequently effects BI. Perceived Usefulness of online grocery shopping have a direct effect on Intention to buy, therefore plays a crucial role in awakening the interest in buying food online.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1988Structural equation modeling in practice: A review and recommended two-step approach.2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 2003Trust and TAM in Online Shopping: An Integrated Model1 2008Technology Acceptance Model 3 and a Research Agenda on Interventions 2006Reporting Structural Equation Modeling and Confirmatory Factor Analysis Results: A Review 2015A Beginner's Guide to Structural Equation Modeling

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