Adoption and Usage of E-Grocery Shopping: A Context-Specific UTAUT2 Model

Abstract

In order to determine how sustainable online grocery shopping is as a practice, it is crucial to have an in-depth understanding of its drivers. This paper therefore validates the Unified Theory of Acceptance and Use of Technology (UTAUT2) in the context of e-grocery and enriches it with five constructs. We exploit a self-administered survey among 560 customers of two Belgian supermarkets and test the model by means of hierarchical multiple regression analysis. We do so not only for the full sample, but also for users and non-users separately. For the full sample, four of the five proposed context-specific constructs—namely, perceived risk, perceived time pressure, perceived in-store shopping enjoyment, and innovativeness—help better explain the intention to adopt or continue to use e-grocery services. In the subsamples, only perceived time pressure and innovativeness add explanatory power, and this only for non-users. In other words, the additional constructs primarily help discriminate between users and non-users. In addition, while the extended model outperforms the original UTAUT2 model for all three samples, the added value of the extended model does not so much lie in a higher explained variance, but rather in a more correct identification of the drivers of BI.

Online grocery shopping before and during the COVID-19 pandemic: A meta-analytical review

“… Driediger and Bhatiasevi, 2019 Perceived risk Perceived risk of online grocery shopping decreases purchase intentions. Van Droogenbroeck and Van Hove, 2021 Trust Consumers who trust retailers are more likely to make purchases. Asti et al, 2021 Price value Higher price value positively influences purchase intentions.…”

“…For this to happen, consumers may form emotional connections via interactions with the company ( Pansari and Kumar, 2017 ). In previous studies investigating online grocery shopping, researchers integrated entertainment, enjoyment, and hedonic motivation into their frameworks to represent the emotional dimension ( Driediger and Bhatiasevi, 2019 , Loketkrawee and Bhatiasevi, 2018 , Van Droogenbroeck and Van Hove, 2021 ). In this meta -analysis, we followed this logic and adopted entertainment, enjoyment, and hedonic motivation as components of consumers’ positive emotions in online grocery shopping.…”

The Effect of Perceptions on Service Robot Usage Intention: A Survey Study in the Service Sector

“…Seventy-five million jobs in the tourism sector are predicted to be at risk, and the business will lose $2.1 trillion [15]. In particular, considering that millions of people were affected by COVID-19 [16], with borders closed, international travel restricted [17], and the work environment evolving, business demands [18] and customer behavior [19] are changing. It is unthinkable for the tourism industry to continue unaffected by such crises.…”

Consumer characteristics and e-grocery services: the primacy of the primary shopper

“…Another option to disentangle the impacts of technology aversion and gender roles would be to concentrate on single-adult households, where there simply is no task division between partners. A second lesson is that in surveys among (single- and) multi-adult households, even if they are dedicated, it is best to explicitly screen respondents on their (primary) responsibility for grocery shopping decisions—as in, amongst others, [ 37 , p. 36] and [ 13 , p. 9]. A possible exception is gender egalitarian societies.…”

“…However, few households become pure online users. A study for Belgium [ 13 ] finds that 68.8% of the users of e-grocery services are multichannel shoppers who regularly visit supermarkets and that 28.4% still go to a physical store when they have forgotten something. Only 2.8% claim to have stopped buying groceries offline altogether.…”