Understanding Mobile Grocery Shopping Continuance Intention: Covid-19 and Beyond.

Pasupuleti, Ravi Sankar; Jeyavelu, S.; Seshadri, Usha

The purpose of this study is to understand the Continuance intention of consumers who have adopted Mobile Shopping for Groceries (MSG) during the Covid-19 pandemic. Specifically, the authors propose an extended Technology Acceptance Model (TAM) by integrating the TAM with perceived threat and the continuance intention model. Gender, age, family type and prior experience were chosen as controlled variables. A total of 266 usable responses from respondents were collected using Google forms. Structural Equation Modeling (SEM) was used to test the research hypotheses. The results indicate that Perceived Usefulness (PU) has a significant direct impact on Continuance Intention (CI) and an indirect effect through attitude (ATT) towards using mobile phones for grocery shopping. This study also found no significant impact of Perceived Threat (PT) on perceived usefulness. Based on the findings, the paper puts forth the limitations, implications for future research.

GROCERY shopping; COVID-19; STRUCTURAL equation modeling; CONSUMER behavior; INTENTION; TECHNOLOGY Acceptance Model

IUP Journal of Marketing Management, 2021, Vol 20, Issue 4, p65

0972-6845

Academic Journal