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

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

Authors
Deepika1, *, Kamini Rai2, Mamta Sharma3, Ashima Jindal4
1Institute of Innovation in Technology and Management, New Delhi, India
2Rukmini Devi Institute of Advanced Studies (RDIAS), GGSIPU, New Delhi, India
3Prestige Institute of Management and Research, Gwalior, India
4Institute of Innovation in Technology and Management, New Delhi, India
*Corresponding author.
Corresponding Author
Deepika
Available Online 31 December 2024.
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.

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Volume Title
Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD-2024)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2024
ISBN
978-94-6463-612-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-612-3_20How to use a DOI?
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

risenwbib
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  -