Evaluating Consumers’ Adoption of Mobile Technology for Grocery Shopping: An Application of Technology Acceptance Model

The main purpose of the study was to examine the role of mobile technology in shopping of grocery items among consumers. The objectives of the study were accomplished by using the technology acceptance model (TAM) which was used as the base of the study to test how Indian consumers perceive the use of technology in shopping of grocery using mobile applications (mobile apps). The research design is descriptive in nature. The respondents were selected through purposive and snowball sampling. Primary data were collected through self-administered questionnaire, and 346 usable responses were recorded. The data were analysed using the partial least square structural equation modeling (PLS-SEM) approach. All the hypotheses of TAM were supported. Additionally, perceived usefulness and attitude were found to partially mediate the relationships. The study concluded that consumers are well adapted to use of mobile apps for general shopping but influence of mobile app as a tool was found limited in grocery sector in consistence to previous studies. This shows that there may be other reasons that reduce the use of mobile apps for grocery shopping other than technology. The study theoretically extends the knowledge of consumer behaviour in emerging field of m-commerce, and practically, it will help the m-commerce practitioners to understand need of the consumer.

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