CONSUMER ACCEPTANCE TOWARDS ONLINE GROCERY SHOPPING IN MALANG, EAST JAVA, INDONESIA

Online grocery shopping in Indonesia has been applied by one platform called Happyfresh, which cooperates through many modern supermarkets. One supermarket that conducts this cooperation to supply grocery products is Loka Mart. Currently, online grocery shopping facility that implemented by Loka Mart is still limited and only coverage Jakarta area. Thus, it is necessary to conduct study related to the public acceptance to the online grocery shopping in Malang City as the potential online market due to the level of education of the society. The data are obtained through the questionnaire of 140 respondents of Loka Mart consumer. Technology Acceptance Model (TAM) is employed as the foundation in this study. Besides, visibility, risk perception, and social influence variable – which used in the study of Sherah and Ai-Wen (2003) – analyzing Australian people acceptance towards online grocery shopping – used in this study. Multiple regression analysis, pearson correlation, and biserial point used as analysis instrument in this study. The study result showed that basic model of TAM – which consists of perceived of usefulness, perceived ease of use, and social influence variable – could explain public acceptance in Malang City to the online grocery shopping. Moreover, the visibility and risk perception variable have no effect in explaining public acceptance to use online grocery shopping. This result also shows that, Online Grocery Acceptance Model explains how the behavior and characteristics of the consumers in utilizing online grocery service. Perceived of usefulness is the main factor affecting online grocery acceptant and the perceive ease of use is correlated highly with perceived of usefulness

Consumer intention toward online grocery shopping during the post-pandemic (Covid-19)

Purpose: The study investigates the factors that influence consumers’ online grocery purchase intention during the post-pandemic of Covid-19 in Sri Lanka. Design/methodology/approach: Primary data was collected using a pre-tested structured questionnaire. Data was gathered based on 5 variables and the Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) were applied to analyze the empirical data of 200 respondents. And twenty-five indicators were used to measure the five variables. Further, the study uses Statistical Package for the Social Sciences (SPSS 25) and Analysis of Moment Structures (AMOS 26) to conduct the analysis. Findings: The study found significant factors that affect consumers’ online grocery purchase intention. The results revealed that Perceived Ease of Use and Perceived Usefulness have a positive and significant impact on the online Purchase Intention of consumers while Perceived Risk represents a negative and insignificant effect on the online grocery purchase intention of consumers. Further, Hedonic Motivation did not affect the online purchase intention of consumers. Originality: This study represents the online grocery purchase intention among consumers by investigating consumer behavior during and after the Covid-19 pandemic by using the technology acceptance model as a guiding theory. Implications: The research is based on the expansion of the Technology Acceptance Model (TAM). Besides, the variable “perceived risk” is added to identify the factors that affect consumers’ online shopping intentions. The study confirmed the significant influence of perceived usefulness, perceived ease of use, and hedonic motivation on the continuance usage of online grocery purchasing during the post-pandemic of Covid-19. Moreover, online retailers should improve their online platforms to address the consumers’ increasing demand for online grocery purchasing. Keywords: Online grocery shopping, Post pandemic, Structural equation modeling, Technology acceptance model &nbsp

Online food shopping under COVID-19 – a technology acceptance model to evaluate consumption motives and barriers

Since the United Nations World Health Organization (WHO) declared the novel coronavirus disease-19 (COVID-19) a global pandemic, online food retailing has experienced tremendous growth. Initial forecasts expected global year-over-year growth rates of approximately 33% in 2020. The aim of this research is (1) to identify the relevant consumption motives and consumption barriers of Austrian online grocery trade using the technology acceptance model and (2) to evaluate the impact of the COVID-19 pandemic on the driving factors. The results of the empirical analysis showed that perceived usefulness has the greatest influence on acceptance behavior in online grocery retailing. Perceived ease of use of online stores also contributes to acceptance behavior. The higher the perceived shopping pleasure and visibility of grocery online retailers, the higher the perceived benefits and ease of use. Regarding barriers, the lack of possibility for consumers to sensory check the quality of food before purchase turned out to be a weak-significant barrier that reduces the perceived usefulness. In contrast to other studies, the time facets of delivery and ordering were significantly found to not be a barrier in this research. Since the COVID-19 pandemic, more people have been shown to purchase groceries online. Although a large portion of the sample believes that grocery shopping online is a way to reduce or protect against the risk of infection, neither health aspects nor the situational factor used significantly affect acceptance in this research. In contrast, aspects of COVID-19 have a moderating effect on the purchase intention and purchase behavior. People who perceive grocery online retailing as helpful in protecting themselves from COVID-19 infection perceive a significantly higher benefit and hav

Using explainable food swaps to nudge users towards more sustainable products in grocery websites

The growing concern for climate issues has prompted both consumers and the grocery retail industry to prioritize environmental sustainability. This thesis aims to examine the effectiveness of nudging users towards more sustainable food options in an online grocery store using food swaps. Further, the study utilizes different motivational explanations accompanying the swaps to investigate their impact on swap acceptance and perceived understand- ing. A mockup supermarket interface was created, and screenshots were uploaded to an online survey tool, where participants (N=202) were assigned to one of four conditions (baseline, health, sustainability, or money). Results indicate that motivational framing did not significantly influence swap acceptance. However, perceived understandability was significant in affecting swap acceptance, with the sustainability framing being better understood. Participants were more likely to swap when the cost of the alternative product increased, suggesting other factors influenced consumer behavior. Finally, perceived similarity between the original and alternative product significantly affected the swap acceptance and perceived similarity, where meat swaps showed a strong positive, statistical significance. This thesis provided novel work within the field of encouraging more sustainable products in online grocery shopping services, which can further be expanded by implementing sustainable food swaps in a recommender system.Masteroppgave i informasjonsvitenskapINFO390MASV-INF

Analisis Minat Pelaku Usaha General Trade Terhadap Penggunaan Aplikasi Belanja Online B2B (Studi Dengan Pendekatan Unified Theory of Acceptance and Use of Technology)

Traditional markets (general trade), still have an important place, especially for Indonesian people who live in suburban areas, in sub-districts and in rural areas. Although now its existence is starting to be shifted by modern markets, however, there are many and spread in various regions, making the contribution of traditional markets to the Indonesian economy cannot be ignored. So that there are efforts from various parties, to improve the marketing performance of business actors in this traditional market, including the introduction of technology. The purpose of this study is to analize the acceptance of traditional retail business actors towards online shopping applications for B2B consumers, in terms of Performance Expectancy, Effort expectancy, Social Influence and Facilitating Conditions variables. The sample of this research is 161 traditional retail business actors, which include owners of traditional stalls, grocery stores and kiosks. Analysis of research data using Partial Least Suare (PLS) analysis tool. The results showed that Performance Expectancy, Social Influence and Facilitating Conditions had a positive effect on intention in using B2B online shopping applications. Meanwhile, Effort Expectancy has no effect on intention in using B2B online shopping applications. The results of this study are expected to be used as considerations for formulating various strategies and policies to improve technological literacy for business actors to improve their business performance, so that their contribution to the performance of national economic recovery can be optimal. Keywords: B2B Online Shopping Application, General Trade, Unified Theory of Acceptance and Use of Technology (UTAUT

Feasibility and implementation of a grocery shopping intervention for adults diagnosed with or at-risk for type 2 diabetes

Abstract Objective: To examine the feasibility and implementation of an optimal defaults intervention designed to align grocery purchases with a diet recommended for people with or at-risk for type 2 diabetes. Design: This was a 5-week pilot randomised trial with three groups: in-person grocery shopping, shopping online and shopping online with ‘default’ carts. Participants were asked to shop normally in Week One, according to group assignment in Weeks Two–Four (intervention period), and as preferred in Week Five. All groups received diabetes-friendly recipes via email each intervention week. Setting: Participants grocery shopped in person or online. Grocery receipt forms, enrolment information and exit surveys were collected remotely and used to assess feasibility and implementation. Participants: Sixty-five adults with or at-risk for type 2 diabetes. Results: Sixty-two participants completed the exit survey and fifty-five submitted receipts all 5 weeks. Forty utilised recipes, 95 % of whom indicated recipes were somewhat or very useful. Orange chicken, quesadillas and pork with potato and apples were the most liked recipes. Most Defaults group participants accepted at least some default cart items. Recipes with the highest default acceptance were whole grain pasta and chicken, quesadillas with black beans and chicken with olives. Participants’ primary concerns about the intervention were costs associated with online shopping, inability to select preferred foods and some recipes including ingredients household members would not eat. Conclusions: The study had high retention, data were successfully collected remotely and the intervention was acceptable to most participants. Tailoring recipes to household preferences may be beneficial in future studies

Factors Influencing Consumer Intentions to Purchase Groceries Over the Internet: an Exploratory Study During the Pandemic

Purpose:  As a result, the current study focused on e-commerce in the retail sector to examine the factors influencing consumer purchasing of online groceries throughout Covid-19 in Bangkok, Thailand.   Theoretical framework:  Using Technology acceptance model (TAM) as the underpinning theoretical framework, which was presented by Davis and his colleagues it in 1989, to accomplish this, this study identified five independent variables that can influence online grocery purchase intent. These are perceived utility, perceived ease of use, and other additional variables such as online accessibility, security perception, and shipment services.   Design/methodology/approach: The convenience sampling approach, which is considered a nonprobability sampling method, was used to collect the data from 384 respondents via an online survey from the population in this study. Internet users between the ages of 19 and 65 years or older who live in Bangkok and buy groceries for themselves and/or family members from Thai physical and/or online retailers were the target demographic. Multiple regression analysis is used to test the significance of the research model.   Findings:  The findings reveal that pandemic has a considerable influence on Bangkok customers' online purchase intent. The result of linear regression analysis shows the three variables: perceived ease of use, shipment services and online accessibility significantly affected the online grocery shopping intent of consumers in Bangkok. While security perception and perceived utility had no significant effect on the online grocery shopping intent of consumers in Bangkok.   Research, Practical & Social implications: The implication drawn from this study helps the researchers and firms to rapidly adapt and adjust their marketing strategy, with a focus on digitization, as consumers want to prevent the infection and the danger of Covid-19, but stores are having difficulty reaching clients.   Originality/value:  The findings reveal that Covid-19 has a considerable influence on customers' online purchase intent residing in Bangkok and this research adds another perspective from Thailand Context

The future of grocery stores : Omnichannel and AI technologies and Next-Generation Brick-and-Mortar Grocery Stores

In recent years the grocery retail industry has been experiencing tremendous change, driven mainly by advances in technology. Traditional brick-and-mortar grocery stores are under threat from industry disruptors who incorporate new technologies into their business models and operate with online channels. Therefore, this paper introduces omnichannel and artificial intelligence (AI) use cases as factors influencing the future success of brick-and-mortar grocery stores. To identify critical drivers for success, semi-structured expert interviews were conducted to discover how grocers can implement an omnichannel strategy and combine various AI technologies to remain competitive. Furthermore, a customer survey tested the acceptance of specific use cases and scrutinized the resulting increase or decrease in shopping frequency due to omnichannel in conjunction with AI. The analysis indicates an upcoming change in the grocery industry. A move towards a combination of an online and offline world is rising. Moreover, use cases like online shopping, personalized prices and offers, and cashier-free checkouts have the highest potential to increase the points-of-delight by consumers while grocery shopping. Therefore, grocers must adopt an omnichannel strategy and incorporate several AI-driven technologies to increase profits and remain competitive.Nos últimos anos, a indústria retalhista de mercearia tem vindo a sofrer mudanças tremendas, impulsionadas principalmente pelos avanços da tecnologia. As mercearias tradicionais de tijolo e cimento estão ameaçadas pelos disruptores da indústria que incorporam novas tecnologias nos seus modelos de negócio e operam com canais em linha. Por conseguinte, este documento introduz casos de uso omnichannel e de inteligência social (AI) como factores que influenciam o sucesso futuro das mercearias de tijolo e de marfim. Para identificar factores críticos para o sucesso, foram realizadas entrevistas semi-estruturadas com peritos para descobrir como os merceeiros podem implementar uma estratégia de omnichannel e com-bine várias tecnologias de AI para se manterem competitivos. Além disso, um inquérito aos clientes testou a aceitação de casos específicos de uso e examinou o aumento ou diminuição da frequência de compras resultante devido ao omnichannel em conjunto com a AI. A análise indica uma próxima mudança na indústria de mercearia. Está a aumentar uma tendência para uma combinação de um mundo online e offline. Além disso, casos de utilização como as compras online, preços e ofertas personalizadas, e caixas sem caixa têm o potencial mais elevado para aumentar os pontos de venda dos consumidores enquanto fazem compras de mercearia. Por conseguinte, os merceeiros devem adoptar uma estratégia omnichannel e incorporar várias tecnologias impulsionadas pela AI para aumentar os lucros e permanecer competitivos

NIAT ADOPSI TEKNOLOGI ONLINE GROCERY SHOPPING: EKSTENSI TECHNOLOGY ACCEPTANCE MODEL

The purpose of this paper is to study factors affecting customer intention to adopt Online Grocery Shopping (OGS) technology. OGS is a service provided by supermarket which enables customers to purchase groceries online. While OGS services offer various benefits, the adoption in Indonesia is still low. The proposed model is developed by extending Technology Acceptance Model with compatibility, visibility, social influence and perceived risk. The model is evaluated using partial least square structural equation modeling (PLS-SEM) based on 108 valid data collected from supermarket customers. The findings show that the customers’ intention to adopt OGS is significantly affected by perceived usefulness and perceived ease of use. Based on total effect analysis, it was found that the intention to adopt OGS is determined by compatibility, perceived usefulness, perceived ease of use, social influence and perceived risk. Furthermore, the study proposes several recommendations for supermarket managers to improve the adoption of OGS.Penelitian ini bertujuan untuk mengkaji faktor yang memengaruhi niat konsumen dalam mengadopsi layanan Online Grocery Shopping (OGS). OGS adalah layanan yang disediakan oleh toserba yang memungkinkan konsumen berbelanja kebutuhan sehari-hari secara daring melalui situs web. Meski layanan OGS menjanjikan banyak manfaat, tingkat penggunaannya masih belum memuaskan. Pengembangan model penelitian dilakukan dengan mengaplikasikan Technology Acceptance Model (TAM) yang diekstensi dengan kompatibilitas, visibilitas, pengaruh sosial, dan risiko. Model penelitian diuji pada konsumen sebuah toserba yang telah memiliki layanan OGS namun kesulitan mencapai target jumlah penggunanya. Pengumpulan data dilakukan dengan metode survei menggunakan kuesioner daring. 108 data digunakan untuk menguji model pengukuran dan model struktural berdasarkan metode PLS-SEM. Penelitian ini menemukan bahwa niat adopsi layanan OGS secara signifikan dipengaruhi oleh persepsi kemanfaatan dan persepsi kemudahan pakai. Berdasarkan analisis pengaruh total ditemukan bahwa niat adopsi dipengaruhi oleh kompatibilitas, persepsi kemanfaatan, persepsi kemudahan pakai, pengaruh sosial dan persepsi risiko. Penelitian ini juga merumuskan sejumlah rekomendasi bagi pengelola toserba untuk dapat meningkatkan jumlah konsumen yang mau menggunakan layanan OGS

What factors influence a consumer's intention to use a mobile device in the grocery shopping process?

The worldwide exponential increase in smartphone penetration has changed the way in which many consumers shop, as their personal device is more frequently used as a shopping tool. Retailers now have to consider the integration of this technology in their omnichannel strategy. While some industries, such as customer electronics, have been highly affected by this trend, m-commerce has not received the same attention within the grocery sector. One country where m-shopping within the grocery sector has remained at an infant stage is Sweden, despite having a population that is characterized by a high willingness to adopt new technology. As m-commerce research is lacking within the grocery industry and has mainly been conducted in the USA and East Asia, this study will be of both practical and theoretical relevance, focusing on the research question: What factors influence the Swedish consumer’s intention to use a mobile device in the grocery shopping process?. In order to answer the research question, a quantitative study has been conducted in cooperation with Coop Online, the e-commerce division of Sweden’s second largest retailing group. The data was collected from a large sample, which enabled the researchers to test hypotheses regarding different factors that influence an individual's intention to use m-commerce services. The data analysis provided a valuable theoretical contribution, reinforcing the validity of Davis’ (1986) Technology Acceptance Model (TAM) in the empirical context of this study. Moreover, the significance of additional factors were tested, which revealed a strong influence of Subjective Norm and Trust on a the shopper’s intention to use m-commerce services. A factor that was found to be less relevant was Hedonic Motivation, since its influence could not be supported by the analysis. The results indicated that the consumers’ intentions were strongly influenced by utilitarian motivations, as they sought efficiency and convenience in the shopping process. These practical implications should be considered by retailers for the future integration of m-commerce services. The main limitation of this thesis is that the generated results are not representative for individuals who did not take part in the survey, as a convenience sampling was used. It also has to be considered that due to the sampling method, some demographic groups were overrepresented, introducing a bias to the study results. The stated limitation can be addressed in future research by applying a non-probability sampling method, which would provide generalizable results