Evaluating the Determinants of Customers’ Mobile Grocery Shopping Application (MGSA) Adoption during COVID-19 Pandemic

Q1 Business, Management and Accounting Journal of Global Marketing Pub Date : 2021-09-28 DOI:10.1080/08911762.2021.1980640

Md. Al Amin, Md. Shamsul Arefin, S.M. Imran Hossain, Md. Rakibul Islam, Nayeem Sultana, M. Hossain

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引用次数: 15

Abstract

Abstract The study aims at determining the predictors of mobile grocery shopping applications (MGSAs) acceptance and their impact on behavioral intention to use MGSA during COVID-19 outbreaks. Based on the technology acceptance model and theory of planned behavior, we analyzed the influence of social distancing, fear of COVID-19, subjective norms, shopping attitudes, ease of use, usefulness on behavioral intention to use MGSAs. Data were collected from 565 users and analyzed with structured equation modeling (SEM) using SMART PLS 3 software. Findings depicted that shopping attitudes were predicted by subjective norms, ease of use, and usefulness. In contrast, behavioral intention is predicted by subjective norms, attitudes, ease of use, usefulness, fear of COVID-19, and social distancing. The study contributes to the extant literature incorporating fear of COVID-19 and social distancing as psychological and situational variables into the technology acceptance model and theory of planned behavior, which may guide the marketing practitioners to promote online sales in an unprecedented situation.

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新冠肺炎大流行期间客户移动杂货购物应用程序（MGSA）采用的决定因素评估

摘要本研究旨在确定新冠肺炎疫情期间移动杂货购物应用程序（MGSA）接受度的预测因素及其对使用MGSA的行为意图的影响。基于技术接受模型和计划行为理论，我们分析了社交距离、对新冠肺炎的恐惧、主观规范、购物态度、易用性和有用性对使用MGSA的行为意图的影响。数据收集自565名用户，并使用SMART PLS 3软件进行结构化方程建模（SEM）分析。研究结果表明，购物态度是由主观规范、易用性和有用性预测的。相反，行为意图是通过主观规范、态度、易用性、有用性、对新冠肺炎的恐惧和社交距离来预测的。该研究有助于现有文献将对新冠肺炎的恐惧和社交距离作为心理和情境变量纳入技术接受模型和计划行为理论，这可能会指导营销从业者在前所未有的情况下促进在线销售。

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

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0.00%

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期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.