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Online Grocery Purchase Intention: The Impact of Consumer Attitude, Technology Acceptance and Situational Influence

In: Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024)

Author

Listed:
  • Deepika

    (Institute of Innovation in Technology and Management)

  • Kamini Rai

    (Rukmini Devi Institute of Advanced Studies (RDIAS), GGSIPU)

  • Mamta Sharma

    (Prestige Institute of Management and Research)

  • Ashima Jindal

    (Institute of Innovation in Technology and Management)

Abstract

Online grocery shopping is the phenomenon of buying grocery products online. Though this industry has picked up pace in developed countries, in India it is still slowly making its mark. This research has been conducted to study the situational influence of the COVID-19 pandemic and its impact on online grocery purchase intentions. Apart from that, other factors like attitude, technology acceptance, perceived usefulness, and ease of use have been investigated. 546 responses were obtained using an online survey conducted in New Delhi. The structured questionnaire on a 5-point Likert scale was designed, and the goodness of fit was verified using the analysis of moment structures by applying the structural equation modelling approach. The findings revealed that although all the factors have a positive influence, ease of use has been the most prominent factor amid this pandemic. These findings will help policymakers and key stakeholders in understanding what affects the adoption of e-grocery by consumers.

Suggested Citation

  • Deepika & Kamini Rai & Mamta Sharma & Ashima Jindal, 2024. "Online Grocery Purchase Intention: The Impact of Consumer Attitude, Technology Acceptance and Situational Influence," Advances in Economics, Business and Management Research, in: Saurabh Gupta & Himanshu Vaishnaw & Manoj Kumar Mishra (ed.), Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024), pages 305-321, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-612-3_20
    DOI: 10.2991/978-94-6463-612-3_20
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