RT Journal Article
SR Electronic
A1 Arslan, Yusuf
A1 Turan, Aykut Hamit
T1 Consumers' Acceptance of Online Grocery Shopping in a Pandemic Situation: An Extended Technology Acceptance Model Perspective
JF European Journal of Business Science and Technology
YR 2022
VO 8
IS 2
SP 143
OP 158
DO 10.11118/ejobsat.2022.008
UL https://ejobsat.cz/artkey/ejo-202202-0002.php
AB 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.