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The Theoretical Framework for the Application of the TAM in Online Grocery Shopping

Author

Listed:
  • Radka Bauerová

    (Department of Business Economics and Management, School of Business Administration, Silesian University)

  • Martin Klepek

    (Department of Business Economics and Management, School of Business Administration, Silesian University)

Abstract

In today's world, the technology and internet reshaped the way products are ordered, delivered and consumed. More and more customers have internet connection thus opportunity to buy online. The products bought mostly online are mobile and IT, electronics, home and gardening equipment and fashion. On the other side of the spectrum is food. Thanks to high demands on logistics, companies entered the market in the Czech Republic gradually. One fourth of Czech customers tried buying food online and every tenth person buys groceries regularly. However, the relative turnover of online groceries to whole e-commerce market is low. Online retailers or e-retailers are therefore in constant search for understanding of consumer behaviour behind current situation. The aim of the paper is to formulate a theoretical model and formulate a hypothesis for consecutive model testing via structural equation modelling approach. The model will be suitable for online grocery shopping acceptance as a new technology in retail domain.

Suggested Citation

  • Radka Bauerová & Martin Klepek, 2017. "The Theoretical Framework for the Application of the TAM in Online Grocery Shopping," Working Papers 0044, Silesian University, School of Business Administration.
    • Handle: RePEc:opa:wpaper:0044
    as

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    References listed on IDEAS

    as
    1. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    2. Rohm, Andrew J. & Swaminathan, Vanitha, 2004. "A typology of online shoppers based on shopping motivations," Journal of Business Research, Elsevier, vol. 57(7), pages 748-757, July.
    3. Porter, Constance Elise & Donthu, Naveen, 2006. "Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics," Journal of Business Research, Elsevier, vol. 59(9), pages 999-1007, September.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Michal Stoklasa & Eva Pitrunová, 2018. "Past and Future Research Trends of Regional Brands with Accent to Technology," Working Papers 0051, Silesian University, School of Business Administration.

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    More about this item

    Keywords

    Technology acceptance model; TAM modification; online sales; online shopping; online grocery shopping;
    All these keywords.

    JEL classification:

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

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