Technology Acceptance as a Determinant of Online Grocery Shopping Adoption
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Mendel University Press
2018-01-01
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| Series: | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| Subjects: | |
| Online Access: | https://acta.mendelu.cz/66/3/0737/ |
| _version_ | 1818322745700646912 |
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| author | Radka Bauerová Martin Klepek |
| author_facet | Radka Bauerová Martin Klepek |
| author_sort | Radka Bauerová |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-13T11:01:41Z |
| format | Article |
| id | doaj.art-72857498ebbb4fce8527ccdbe3ebb947 |
| institution | Directory Open Access Journal |
| issn | 1211-8516 2464-8310 |
| language | English |
| last_indexed | 2024-12-13T11:01:41Z |
| publishDate | 2018-01-01 |
| publisher | Mendel University Press |
| record_format | Article |
| series | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| spelling | doaj.art-72857498ebbb4fce8527ccdbe3ebb9472022-12-21T23:49:13ZengMendel University PressActa Universitatis Agriculturae et Silviculturae Mendelianae Brunensis1211-85162464-83102018-01-0166373774610.11118/actaun201866030737Technology Acceptance as a Determinant of Online Grocery Shopping AdoptionRadka Bauerová0Martin Klepek1Department of Business Economics and Management, Faculty of Business Administration, Silesian University in Karviná, Univerzitní náměstní 1934/3, 733 40 Karviná, Czech RepublicDepartment of Business Economics and Management, Faculty of Business Administration, Silesian University in Karviná, Univerzitní náměstní 1934/3, 733 40 Karviná, Czech RepublicOnline 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.https://acta.mendelu.cz/66/3/0737/online grocery shoppingtechnology acceptance modelconsumer’s behaviourstructural equation modellingconsumer’s technology acceptance |
| spellingShingle | Radka Bauerová Martin Klepek Technology Acceptance as a Determinant of Online Grocery Shopping Adoption Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis online grocery shopping technology acceptance model consumer’s behaviour structural equation modelling consumer’s technology acceptance |
| title | Technology Acceptance as a Determinant of Online Grocery Shopping Adoption |
| title_full | Technology Acceptance as a Determinant of Online Grocery Shopping Adoption |
| title_fullStr | Technology Acceptance as a Determinant of Online Grocery Shopping Adoption |
| title_full_unstemmed | Technology Acceptance as a Determinant of Online Grocery Shopping Adoption |
| title_short | Technology Acceptance as a Determinant of Online Grocery Shopping Adoption |
| title_sort | technology acceptance as a determinant of online grocery shopping adoption |
| topic | online grocery shopping technology acceptance model consumer’s behaviour structural equation modelling consumer’s technology acceptance |
| url | https://acta.mendelu.cz/66/3/0737/ |
| work_keys_str_mv | AT radkabauerova technologyacceptanceasadeterminantofonlinegroceryshoppingadoption AT martinklepek technologyacceptanceasadeterminantofonlinegroceryshoppingadoption |