Using Mobile Applications: A Model of Technology Adoption in the Grocery Setting

Abstract

One of the most discussed topics in the academic literature is the adoption of new technologies by consumers. However, researchers conducted few studies on the adoption of mobile apps for grocery shopping. Particularly, the few researches carried out focused on the adoption of mobile commerce by consumers, while no study was concerned with the use of mobile applications out-of-store, as means for shopping preparation or in-store, as tools for self-regulation. Since individuals are becoming increasingly reliant on mobile technologies, understanding the role of mobile devices in influencing the attitude of consumers towards the app’s adoption in the grocery retail setting is extremely important for retailers and manufacturers who should develop mobile apps to exploit consumers’ mobile dependence in order to influence consumer and buying behavior during the path-to-purchase. The study we proposed led to the development of a new version of the technology adoption model of a smart mobile application for grocery shopping, in the Italian retail context, which could help researchers and managers better understand the shoppers’ behaviour in the new retail landscape. Our model includes variables related to the use of the mobile both out-of-store, as a means of shopping preparation, and in-store, as a tool for self-regulation.

Use of Mobile Grocery Shopping Application: Motivation and Decision-Making Process among South Korean Consumers

“…The finding that attitudes have a positive effect on behavioral intention (H4) supports past studies [67,68]. These studies found that consumers' attitudes toward using mobile apps are an important factor in grocery trade.…”

“…It is then expected that, if consumers' assessment of buying online is positive, consumers' intention to buy through online stores will increase [66]. Aiolfi and Bellini examined the use of mobile apps in grocery trade and found that the factors influencing consumers' attitudes toward the adoption of apps were catalysts for business success [67]. Kokkonen and Laukkanen found that the frequency of mobile grocery app use had a significant effect on the money spent in retail stores [68].…”

How shopping habits change with artificial intelligence: smart speakers' usage intention

“…Perceived usefulnessattitude towards smart speakers Over time, several studies demonstrate the validity of the TAM model in providing a useful model for researchers to analyse the cause of rejection or acceptance of a technology (Aiolfi and Bellini, 2019). The TAM model suggests how the Perceived Usefulness (PU) and the Perceived Ease of Use (PEOU) are the two determining factors for the adoption of any Smart speakers' usage intention technology that directly impact the attitude of use of a technology and, therefore, indirectly on the intention to use it.…”

“…Cronbach' alpha CR AVE Perceived usefulness: Adapted by Aiolfi and Bellini (2019) 1. I believe that using a smart speaker makes my life easier 2.…”

“…Since the TAM model is considered a solid theoretical and methodological tool to predict the behaviour of potential and real users and their respective attitudes towards a specific technology (Aiolfi and Bellini, 2019), we used its variables to develop a SEM model to identify the variables affecting the intention to use smart speakers. In addition to the original TAM variables, other dimensions capable of directly influencing the attitude and indirectly the intention to use smart speakers were added.…”