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- Title
The effect of flow experience in the adoption of online supermarkets applying the technology acceptance model (TAM).
- Authors
Morales, Doris; Alegret Cotas, Alejandro; Esteban-Millat, Irene
- Abstract
This study aims to improve the understanding of the consumer behaviour in the use of a disruptive technology such as online supermarkets. By understanding this process, we can gain further insight into consumer behaviour. Based on a sample of 651 online supermarket users, structural equations are used to empirically analyse the validity of the model. The effect of flow is identified in terms of perceived ease of use, perceived usefulness and current use of online supermarkets. The importance of this factor is demonstrated as a complement to the TAM elements that can be positively related to online advertising.
- Subjects
SUPERMARKETS; TECHNOLOGY Acceptance Model; CONSUMER behavior; INTERNET advertising; DISRUPTIVE innovations; STRUCTURAL equation modeling
- Publication
Questiones Publicitarias, 2023, Vol 6, Issue 32, p41
- ISSN
1133-6870
- Publication type
Article
- DOI
10.5565/rev/qp.387