J 2018

Technology acceptance as a determinant of online grocery shopping adoption.

BAUEROVÁ, Radka and Martin KLEPEK

Basic information

Original name

Technology acceptance as a determinant of online grocery shopping adoption.

Authors

Edition

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2018, 1211-8516

Other information

Language

English

Type of outcome

Article in a journal

Field of Study

50204 Business and management

Country of publisher

Czech Republic

Confidentiality degree

is not subject to a state or trade secret

References:

Organization unit

School of Business Administration in Karvina

DOI

EID Scopus

2-s2.0-85049924437

Keywords in English

Online grocery shopping; technology acceptance model; consumer’s behaviour; structural equation modelling; consumer’s technology acceptance.

Tags

Reviewed
Changed: 12/4/2023 09:47, Miroslava Snopková

Abstract

In the original language

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.