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Technology Acceptance as a Determinant of Online Grocery Shopping Adoption

Author

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  • Radka Bauerová

    (Department of Business Economics and Management, Faculty of Business Administration, Silesian University in Karviná, Univerzitní náměstní 1934/3, 733 40 Karviná, Czech Republic)

  • Martin Klepek

    (Department of Business Economics and Management, Faculty of Business Administration, Silesian University in Karviná, Univerzitní náměstní 1934/3, 733 40 Karviná, Czech Republic)

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.

Suggested Citation

  • Radka Bauerová & Martin Klepek, 2018. "Technology Acceptance as a Determinant of Online Grocery Shopping Adoption," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(3), pages 737-746.
    • Handle: RePEc:mup:actaun:actaun_2018066030737
    DOI: 10.11118/actaun201866030737
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    References listed on IDEAS

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    Cited by:

    1. Dezie Leonarda Warganegara & Roozbeh Babolian Hendijani, 2022. "Factors That Drive Actual Purchasing of Groceries through E-Commerce Platforms during COVID-19 in Indonesia," Sustainability, MDPI, vol. 14(6), pages 1-21, March.
    2. Yang, Luming & Xu, Min & Xing, Lin, 2022. "Exploring the core factors of online purchase decisions by building an E-Commerce network evolution model," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Mohammad Mohammad & Orsolya Szigeti, 2023. "Relationship Between Attitude and Online Purchase Intention of Dairy Functional Foods in Hungary: An Extended TAM Approach," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 545-559.
    4. Michal Stoklasa & Eva Pitrunová, 2020. "Understanding Regional Product Characteristics and Consumers Purchasing them in the Czech Republic," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 68(1), pages 243-253.
    5. Otto Bartok & Vratislav Kozák & Radka Bauerová, 2021. "Online grocery shopping: the customers´ perspective in the Czech Republic," Equilibrium. Quarterly Journal of Economics and Economic Policy, Institute of Economic Research, vol. 16(3), pages 679-695, September.
    6. Sungjoon Yoo & Dong-Joo Lee & Louis Atamja, 2023. "Influence of Online Information Quality and Website Design on User Shopping Loyalty in the Context of E-Commerce Shopping Malls in Korea," Sustainability, MDPI, vol. 15(4), pages 1-16, February.
    7. Yusuf Arslan & Aykut Hamit Turan, 2022. "Consumers' Acceptance of Online Grocery Shopping in a Pandemic Situation: An Extended Technology Acceptance Model Perspective," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 8(2), pages 143-158.

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