Home Leisure & Lifestyle Key Factors Drive Positive Attitudes Towards Online Grocery Shopping, According to New Study

Key Factors Drive Positive Attitudes Towards Online Grocery Shopping, According to New Study

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Researchers from Riau University recently conducted a study that offered useful insights into the behavioural intentions of shoppers who were doing their grocery shopping online in Pekanbaru City. The research explores the integration of the theory of planned behaviour (TPB) and technology acceptance models (TAM) to understand consumer behaviour in this growing market.

With the rapid advancement of Indonesia’s e-commerce sector, online grocery shopping has become an increasingly popular alternative to traditional grocery shopping. This shift is particularly notable in urban areas like Pekanbaru, where busy lifestyles drive consumers to seek more convenient shopping methods.

The study involved 174 female respondents aged 18 and above who had previous experience with online grocery shopping. The researchers used a descriptive quantitative method and purposive sampling to look at the data. They used structural equation modelling-partial least squares (SEM-PLS) to figure out how TPB and TAM changed the way people behaved. The findings were published in the journal JAAMTER: Jurnal Audit, Akuntansi, Manajemen Terintegrasi

The research highlighted several critical factors influencing consumer attitudes and intentions towards online grocery shopping:

  • Perceived usefulness. The study found that perceived usefulness significantly affects consumer attitudes towards online grocery shopping. Consumers who believe that online grocery shopping saves time and enhances their productivity tend to have more positive attitudes towards it.
  • Perceived ease of use. Similarly, perceived ease of use was shown to positively influence consumer attitudes. When consumers find online grocery shopping applications easy to use, their overall attitude towards this shopping method improves.
  • Attitude. The attitude of consumers towards online grocery shopping significantly impacts their behavioural intentions. Consumers are more likely to intend to shop for groceries online when they have a positive attitude and appreciate the benefits and simplicity of the shopping application.
  • Subjective norms. The study also identified subjective norms as a significant factor affecting behavioural intentions. Social influences, such as the opinions of friends and family, play a crucial role in shaping consumer intentions to engage in online grocery shopping.
  • Perceived behavioural control. This refers to consumers’ confidence in their ability to use online grocery shopping applications effectively, which was found to significantly impact their behavioural intentions.

The research utilised a structured questionnaire comprising 25 questions to gather data from respondents. The questionnaire assessed various aspects of TPB and TAM, including perceived usefulness, perceived ease of use, attitude, subjective norms, perceived behavioural control, and behavioural intention.

Perceived usefulness and perceived ease of use together explained 61.4% of the variation in attitude. These variables, along with attitude, subjective norms, and perceived behavioural control, explained 57% of the variation in actions planned.

The findings of this study have several implications for businesses and future research. First, online grocery retailers in Pekanbaru and similar urban areas can leverage these insights to enhance their marketing strategies. By focusing on improving the perceived usefulness and ease of use of their applications, retailers can foster more positive consumer attitudes and, consequently, higher behavioural intentions to shop online.

Second, educating consumers about the benefits and ease of use of online grocery shopping can further enhance their attitudes and intentions towards this shopping method.

Future studies should explore the indirect effects of perceived usefulness and perceived ease of use on behavioural intentions through attitude. Additionally, examining the role of other variables, such as trust and satisfaction, could provide a more comprehensive understanding of consumer behaviour in online grocery shopping.

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