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Consumers' Acceptance of Online Grocery Shopping in a Pandemic Situation: An Extended Technology Acceptance Model Perspective

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  • Yusuf Arslan

    (Sakarya University, Serdivan, Türkiye)

  • Aykut Hamit Turan

    (Sakarya University, Serdivan, Türkiye)

Abstract

This study aims to understand the mechanisms of consumers' online grocery shopping (OGS) acceptance in the current COVID-19 pandemic. Through this perspective, an extended technology acceptance model is employed by including the fear of COVID-19 factor to reveal the extent of the Turkish consumers' acceptance of OGS. We have tested the proposed research model on 455 survey participants living in various cities of Turkey. Structural equation modeling is employed to test the eleven research hypotheses. The results indicate that perceived ease of use, perceived usefulness, and attitude are valid predictors of OGS acceptance. Besides, the fear of COVID-19 negatively moderates these relationships. By revealing these empirical results, this study provides some useful insights into our understanding of the acceptance mechanisms of OGS processes in a pandemic situation. We hope to pinpoint the underlying reasons for the vast expansion of OGS among Turkish customers in pandemic times.

Suggested Citation

  • Yusuf Arslan & Aykut Hamit Turan, 2022. "Consumers' Acceptance of Online Grocery Shopping in a Pandemic Situation: An Extended Technology Acceptance Model Perspective," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 8(2), pages 143-158.
    • Handle: RePEc:men:journl:v:8:y:2022:i:2:p:143-158
    DOI: 10.11118/ejobsat.2022.008
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    More about this item

    Keywords

    online grocery shopping; technology adoption; technology usage; e-TAM; fear; COVID-19;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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