Antecedents of Brazilian consumers' intentions towards virtual grocery shopping

Abstract

The introduction of new consumer technologies has renewed research focus on their acceptance. This paper’s goal is to empirically examine several antecedents of behavioural intentions towards a new grocery shopping innovation through an online survey of Brazilian consumers. Confirmatory factor analysis (CFA) and partial least squares (PLS) structural equation modelling are used to verify the proposed research model. The findings support consumers’ Shopping Motivation, Technology Orientation as significant antecedents of Behavioural Intentions mediated by the Perceptions of Technology. These antecedents are affected by the consumer’s gender and age. Technology Orientation also has a direct effect on Behavioural Intentions. The research expands our understanding of the antecedents of behavioural intentions and finds support for the mediating role of the Perceptions of Technology.