2026
Factors leading to customer acceptance of online grocery shopping
BAUEROVÁ, Radka and Veronika KOPŘIVOVÁBasic information
Original name
Factors leading to customer acceptance of online grocery shopping
Authors
Edition
E & M EKONOMIE A MANAGEMENT, LIBEREC, Technická univerzita v Liberci, 2026, 1212-3609
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:
Impact factor
Impact factor: 1.200 in 2024
Marked to be transferred to RIV
No
Organization unit
School of Business Administration in Karvina
Keywords in English
Acquisition; consumer behaviour; e-tailing; online grocery shopping acceptance; technology acceptance model
Changed: 26/6/2026 10:23, Ing. Radka Bauerová, Ph.D.
Abstract
In the original language
The rapid expansion of online grocery shopping has placed traditional retailers under increasing competitive pressure. To remain viable, retailers must understand the determinants of consumers’ adoption of online grocery channels. Therefore, the aim of the paper is to identify the key factors influencing consumer acceptance of online grocery shopping. This study employs an online survey (N = 773; IPSOS panel) and exploratory factor analysis to develop a comprehensive business-to-consumer (B2C) acceptance model based on the technology acceptance model (TAM). In addition to classic technology acceptance constructs, such as perceived usefulness, perceived ease of use, trust, visibility, and utilitarian purchase motives, this study validated overall customer benefit and subjective norm as new predictors.