IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i18p10221-d634452.html
   My bibliography  Save this article

Impact of Perceived Risk on Consumers Technology Acceptance in Online Grocery Adoption amid COVID-19 Pandemic

Author

Listed:
  • Sufyan Habib

    (Department of Business Administration, College of Administration and Finance, Saudi Electronic University, Riyadh 11673, Saudi Arabia)

  • Nawaf N. Hamadneh

    (Department of Basic Sciences, College of Science and Theoretical Studies, Saudi Electronic University, Riyadh 11673, Saudi Arabia)

Abstract

E-commerce industry has witnessed a phenomenal growth globally due to the sudden spread of the COVID-19 pandemic and the advancement of mobile Internet technology, with fast adaption of online shopping technologies by the customers. Previously, online shopping was only available in a few product categories and to a select group of consumers. The COVID-19 guidelines related to safety, physical distancing, closure, lockdown, and other restrictions have insisted that consumers shop online. Because of e-commerce growth, the grocery (FMCG) industry is also equipped with advanced technologies such as the Internet of Things (IoT), cloud computing, and block chain technology. This paper analyzes the UTAUT2 model and its influence on perceived risk and consumer trust in online purchase intention of grocery categories of products among Indian customers. We tried to analyze the growth potential of new technologies in grocery retail and formulated the hypotheses. The results showed that the spread of COVID-19 pandemic had a significant influence on the online shopping behavior of Indian customers. The outcome of the study partly assists businesses in understanding the impact of the factors of consumer adaption of technology, perceived risk associated with online transaction, consumer trust in online technologies and consumer online purchase intention of grocery products. To promote e-commerce in India, the current study suggests that marketers should try to develop consumer trust and lowering the perceived risk associated with online shopping. Some management implications and future area of study based on empirical findings are also highlighted in the present research work.

Suggested Citation

  • Sufyan Habib & Nawaf N. Hamadneh, 2021. "Impact of Perceived Risk on Consumers Technology Acceptance in Online Grocery Adoption amid COVID-19 Pandemic," Sustainability, MDPI, vol. 13(18), pages 1-16, September.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:18:p:10221-:d:634452
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/18/10221/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/18/10221/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Pascual-Miguel, Félix J. & Agudo-Peregrina, Ángel F. & Chaparro-Peláez, Julián, 2015. "Influences of gender and product type on online purchasing," Journal of Business Research, Elsevier, vol. 68(7), pages 1550-1556.
    2. Grewal, Dhruv & Roggeveen, Anne L. & Nordfält, Jens, 2017. "The Future of Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 1-6.
    3. Van Kien Pham & Thu Ha Do Thi & Thu Hoai Ha Le, 2020. "A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1846882-184, January.
    4. van Esch, Patrick & Arli, Denni & Gheshlaghi, Mahnaz Haji & Andonopoulos, Vicki & von der Heidt, Tania & Northey, Gavin, 2019. "Anthropomorphism and augmented reality in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 35-42.
    5. Szabolcs Nagy & Noemi Hajdu, 2021. "Consumer Acceptance of the Use of Artificial Intelligence in Online Shopping: Evidence From Hungary," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 155-155, February.
    6. Eunhye Kim & Christian Fernando Libaque-Saenz & Myeong-Cheol Park, 2019. "Understanding shopping routes of offline purchasers: selection of search-channels (online vs. offline) and search-platforms (mobile vs. PC) based on product types," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 305-338, June.
    7. Sufyan Habib & Nawaf N. Hamadneh & Abdelaziz Alsubie, 2021. "Modeling Advertising Practices for Product Involvement and Consumer Impulsivity in Branded Apparel: A Case Study of Indian Consumers," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    8. Nripendra P. Rana & Yogesh K. Dwivedi & Michael D. Williams & Vishanth Weerakkody, 2015. "Investigating success of an e-government initiative: Validation of an integrated IS success model," Information Systems Frontiers, Springer, vol. 17(1), pages 127-142, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tianyang Huang & Gang Wang & Chiwu Huang, 2024. "What promotes the mobile payment behavior of the elderly?," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    2. Mi-Hwa Jang & Eui-Yul Choi, 2022. "Will Perceived Risk of COVID-19 Move Exhibition Visitors from On-Site to Virtual? Focusing on Exhibition Quarantine Service Quality and Switching Intention," IJERPH, MDPI, vol. 19(11), pages 1-12, May.
    3. Faruk Ahmeti & Burim Prenaj, 2022. "Determinants Affecting Consumer Acceptance and Adoption of Internet Banking in Developing Countries: The case study of Kosovo," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 60-79.
    4. Yilan Xu & Wookjae Heo & Diane Elizabeth Kiss & Soo Hyun Cho & Michael S. Gutter, 2022. "Pushing or clicking the grocery cart? Health and economic concerns during the COVID‐19 pandemic," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(4), pages 1658-1682, December.
    5. Tinggui Chen & Hui Wang, 2022. "Consumers' purchase intention of wild freshwater fish during the COVID‐19 pandemic," Agribusiness, John Wiley & Sons, Ltd., vol. 38(4), pages 832-849, October.
    6. Yasheng Chen & Mohammad Islam Biswas, 2021. "Turning Crisis into Opportunities: How a Firm Can Enrich Its Business Operations Using Artificial Intelligence and Big Data during COVID-19," Sustainability, MDPI, vol. 13(22), pages 1-17, November.
    7. Higueras-Castillo, Elena & Liébana-Cabanillas, Francisco J. & Villarejo-Ramos, Ángel F., 2023. "Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era," Journal of Business Research, Elsevier, vol. 157(C).
    8. Barbara Urszula Buraczyńska & Anna Elżbieta Żelazna & Agnieszka Barbara Bojanowska, 2022. "The Impact of the COVID-19 Pandemic on the Behaviours of Polish Consumers in the Organic Products Market," Sustainability, MDPI, vol. 14(19), pages 1-12, September.
    9. Lorena Espina-Romero & José Gregorio Noroño Sánchez & Humberto Gutiérrez Hurtado & Helga Dworaczek Conde & Yessenia Solier Castro & Luz Emérita Cervera Cajo & Jose Rio Corredoira, 2023. "Which Industrial Sectors Are Affected by Artificial Intelligence? A Bibliometric Analysis of Trends and Perspectives," Sustainability, MDPI, vol. 15(16), pages 1-18, August.
    10. Marcucci, Edoardo & Gatta, Valerio & de Oliveira Leite Nascimento, Carla & Aziz, Soukaina & Ayagah, Prince & Montero, Tania, 2024. "The environmental impact of buying groceries online/offline pre and during COVID-19. Any changes?," Transport Policy, Elsevier, vol. 149(C), pages 222-233.
    11. Soukaina Aziz & Ila Maltese & Edoardo Marcucci & Valerio Gatta & Rachid Benmoussa & El Hassan Irhirane, 2022. "Energy Consumption and Environmental Impact of E-Grocery: A Systematic Literature Review," Energies, MDPI, vol. 15(19), pages 1-16, October.
    12. Jorge Serrano-Malebran & Cristian Vidal-Silva & Iván Veas-González, 2023. "Social Media Marketing as a Segmentation Tool," Sustainability, MDPI, vol. 15(2), pages 1-16, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Joerß, Tom & Hoffmann, Stefan & Mai, Robert & Akbar, Payam, 2021. "Digitalization as solution to environmental problems? When users rely on augmented reality-recommendation agents," Journal of Business Research, Elsevier, vol. 128(C), pages 510-523.
    2. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    3. Radka Bauerova, 2019. "Online Grocery Shopping Acceptance: The Impact on the Perception of New Technologies and Loyalty in Retailing," Central European Business Review, Prague University of Economics and Business, vol. 2019(3), pages 18-34.
    4. González, Eva M. & Meyer, Jan-Hinrich & Paz Toldos, M., 2021. "What women want? How contextual product displays influence women’s online shopping behavior," Journal of Business Research, Elsevier, vol. 123(C), pages 625-641.
    5. Chiu, Candy Lim & Ho, Han-Chiang & Yu, Tiancheng & Liu, Yijun & Mo, Yuwen, 2021. "Exploring information technology success of Augmented Reality Retail Applications in retail food chain," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Saeideh Sharifi fard & Ezhar Tamam & Md Salleh Hj Hassan & Moniza Waheed & Zeinab Zaremohzzabieh, 2016. "Factors affecting Malaysian university students’ purchase intention in social networking sites," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1182612-118, December.
    7. Morosan, Cristian, 2016. "An empirical examination of U.S. travelers’ intentions to use biometric e-gates in airports," Journal of Air Transport Management, Elsevier, vol. 55(C), pages 120-128.
    8. Moriuchi, Emi & Takahashi, Ikuo, 2022. "The role of perceived value, trust and engagement in the C2C online secondary marketplace," Journal of Business Research, Elsevier, vol. 148(C), pages 76-88.
    9. Wang, Le & Luo, Xin (Robert) & Li, Han, 2022. "Envy or conformity? An empirical investigation of peer influence on the purchase of non-functional items in mobile free-to-play games," Journal of Business Research, Elsevier, vol. 147(C), pages 308-324.
    10. Ngui Min Fui Tom, 2020. "Crashed! Why Drone Delivery Is Another Tech Idea not Ready to Take Off," International Business Research, Canadian Center of Science and Education, vol. 13(7), pages 251-251, July.
    11. Jingjing Wu & Yiwei Chen & Lin Hu & Anxin Xu, 2022. "Influence Factors on Consumers’ Instant Cross-buying under Supermarkets’ Cross-border Integration: From the Perspective of the Elaboration Likelihood Model," SAGE Open, , vol. 12(3), pages 21582440221, September.
    12. Pozharliev, Rumen & De Angelis, Matteo & Rossi, Dario & Bagozzi, Richard & Amatulli, Cesare, 2023. "I might try it: Marketing actions to reduce consumer disgust toward insect-based food," Journal of Retailing, Elsevier, vol. 99(1), pages 149-167.
    13. Bag, Sujoy & Tiwari, Manoj Kumar & Chan, Felix T.S., 2019. "Predicting the consumer's purchase intention of durable goods: An attribute-level analysis," Journal of Business Research, Elsevier, vol. 94(C), pages 408-419.
    14. Osama Sohaib & Kyeong Kang & Mohammad Nurunnabi, 2018. "Gender-Based iTrust in E-Commerce: The Moderating Role of Cognitive Innovativeness," Sustainability, MDPI, vol. 11(1), pages 1-16, December.
    15. Gilboa, Shaked & Mitchell, Vince, 2020. "The role of culture and purchasing power parity in shaping mall-shoppers’ profiles," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    16. H. R., Ganesha & Aithal, Sreeramana & P., Kirubadevi, 2020. "Changes in Consumer Perspective towards Discount at Brick-and-Mortar Stores owing to Emergence of Online Store Format in India," MPRA Paper 104023, University Library of Munich, Germany.
    17. Bhukya, Ramulu & Paul, Justin, 2023. "Social influence research in consumer behavior: What we learned and what we need to learn? – A hybrid systematic literature review," Journal of Business Research, Elsevier, vol. 162(C).
    18. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    19. Sebald, Anna Kathrin & Jacob, Frank, 2020. "What help do you need for your fashion shopping? A typology of curated fashion shoppers based on shopping motivations," European Management Journal, Elsevier, vol. 38(2), pages 319-334.
    20. Gunjan Malhotra & Vimi Jham & Nidhi Sehgal, 2022. "Does Psychological Ownership Matter? Investigating Consumer Green Brand Relationships through the Lens of Anthropomorphism," Sustainability, MDPI, vol. 14(20), pages 1-15, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:18:p:10221-:d:634452. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.