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Factors affecting the adoption of mobile grocery delivery applications

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  • Ahmad A. Rabaa'i

Abstract

Studies on mobile grocery delivery applications (MGDAs) are scarce and still in the nascent stage. The current study is the first empirical study that investigates customers' behavioural intention to adopt MGDAs. This study extended the unified theory of acceptance and use of technology (UTAUT2) with important factors relevant to the MGDAs context, such as perceived risk, convenience, and delivery experience. Data was collected from 393 individuals in the State of Kuwait and were analysed using partial least squares structural equation modelling (PLS-SEM). The main empirical results confirmed that users' behavioural intention to adopt MGDAs is predicted by performance expectancy, effort expectancy, hedonic motivations, and delivery experience. The moderating role of gender was also examined. The permutation-based test results confirmed there are no statistically significant differences between males and females in their behavioural intentions to adopt MGDAs. Based on the study results, theoretical and practical contributions are provided for scholars, service providers, store owners, and app developers.

Suggested Citation

  • Ahmad A. Rabaa'i, 2025. "Factors affecting the adoption of mobile grocery delivery applications," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 49(2), pages 248-298.
    • Handle: RePEc:ids:ijbisy:v:49:y:2025:i:2:p:248-298
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