Online Grocery Purchase Intention: The Impact of Consumer Attitude, Technology Acceptance and Situational Influence
- DOI
- 10.2991/978-94-6463-612-3_20How to use a DOI?
- Keywords
- Covid-19; Online Grocery; Purchase Intention; E-grocery; Consumer Attitude
- 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.
- Copyright
- © 2024 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Deepika AU - Kamini Rai AU - Mamta Sharma AU - Ashima Jindal PY - 2024 DA - 2024/12/31 TI - Online Grocery Purchase Intention: The Impact of Consumer Attitude, Technology Acceptance and Situational Influence BT - Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD-2024) PB - Atlantis Press SP - 305 EP - 321 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-612-3_20 DO - 10.2991/978-94-6463-612-3_20 ID - 2024 ER -