Adoption and Usage of E-Grocery Shopping: A Context-Specific UTAUT2 Model

In order to find out how sustainable on-line grocery buying is as a follow, it’s essential to have an in-depth understanding of its drivers. This paper subsequently validates the Unified Theory of Acceptance and Use of Technology (UTAUT2) within the context of e-grocery and enriches it with 5 constructs. We exploit a self-administered survey amongst 560 prospects of two Belgian supermarkets and check the mannequin by means of hierarchical a number of regression evaluation. We accomplish that not just for the total pattern, but additionally for customers and non-users individually. For the total pattern, 4 of the 5 proposed context-specific constructs—particularly, perceived danger, perceived time strain, perceived in-store buying enjoyment, and innovativeness—assist higher clarify the intention to undertake or proceed to make use of e-grocery providers. In the subsamples, solely perceived time strain and innovativeness add explanatory energy, and this just for non-users. In different phrases, the extra constructs primarily assist discriminate between customers and non-users. In addition, whereas the prolonged mannequin outperforms the unique UTAUT2 mannequin for all three samples, the added worth of the prolonged mannequin doesn’t a lot lie in the next defined variance, however reasonably in a extra appropriate identification of the drivers of BI.
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