European Journal of Business Science and Technology 2022, 8(2):143-158 | DOI: 10.11118/ejobsat.2022.008

Consumers’ Acceptance of Online Grocery Shopping in a Pandemic Situation: An Extended Technology Acceptance Model Perspective

Yusuf Arslan1, Aykut Hamit Turan1
1 Sakarya University, Serdivan, Türkiye

This study aims to understand the mechanisms of consumers’ online grocery shopping (OGS) acceptance in the current COVID-19 pandemic. Through this perspective, an extended technology acceptance model is employed by including the fear of COVID-19 factor to reveal the extent of the Turkish consumers’ acceptance of OGS. We have tested the proposed research model on 455 survey participants living in various cities of Turkey. Structural equation modeling is employed to test the eleven research hypotheses. The results indicate that perceived ease of use, perceived usefulness, and attitude are valid predictors of OGS acceptance. Besides, the fear of COVID-19 negatively moderates these relationships. By revealing these empirical results, this study provides some useful insights into our understanding of the acceptance mechanisms of OGS processes in a pandemic situation. We hope to pinpoint the underlying reasons for the vast expansion of OGS among Turkish customers in pandemic times.

Keywords: online grocery shopping, technology adoption, technology usage, e-TAM, fear, COVID-19
JEL classification: M10, M31

Received: February 21, 2022; Revised: July 4, 2022; Accepted: July 12, 2022; Published: December 31, 2022  Show citation

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Arslan, Y., & Turan, A.H. (2022). Consumers’ Acceptance of Online Grocery Shopping in a Pandemic Situation: An Extended Technology Acceptance Model Perspective. European Journal of Business Science and Technology, 8(2), 143-158. doi: 10.11118/ejobsat.2022.008
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