{"title":"Innovative strategy in e-grocery: The future of retail outlets?","authors":"Sridevi Gopakumar, Madhava Priya Dananjayan","doi":"10.1177/20438869231165239","DOIUrl":null,"url":null,"abstract":"Grocery purchases via e-commerce channels have risen substantially within a few months as a consequence of the COVID pandemic’s influence on consumer behavior. Traditional commerce has been transformed by the internet, benefiting both businesses and buyers. A rise in the number of people using the internet and their smartphones has been a major driver for expansion in the e-commerce sector. To accurately gauge the future of online grocery shopping, it is important to have a firm grasp on the factors that have contributed to its rise in popularity. This case study attempts to investigate and asses consumers adoption of e-grocery platforms by using the Unified Theory of Acceptance and Use of Technology model (UTAUT) and is distinctive in that it incorporates a situational factor-COVID and a customer centricity component into the UTAUT 2 model in order to determine the drivers of users’ behavioral intention toward e-grocery purchase in India.","PeriodicalId":37921,"journal":{"name":"Journal of Information Technology Teaching Cases","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Information Technology Teaching Cases","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/20438869231165239","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 0
Abstract
Grocery purchases via e-commerce channels have risen substantially within a few months as a consequence of the COVID pandemic’s influence on consumer behavior. Traditional commerce has been transformed by the internet, benefiting both businesses and buyers. A rise in the number of people using the internet and their smartphones has been a major driver for expansion in the e-commerce sector. To accurately gauge the future of online grocery shopping, it is important to have a firm grasp on the factors that have contributed to its rise in popularity. This case study attempts to investigate and asses consumers adoption of e-grocery platforms by using the Unified Theory of Acceptance and Use of Technology model (UTAUT) and is distinctive in that it incorporates a situational factor-COVID and a customer centricity component into the UTAUT 2 model in order to determine the drivers of users’ behavioral intention toward e-grocery purchase in India.
期刊介绍：
The Journal of Information Technology Teaching Cases (JITTC) provides contemporary practical case materials for teaching topics in business and government about uses and effectiveness of technology, the organisation and management of information systems and the impacts and consequences of information technology. JITTC is designed to assist academics, scholars, and teachers in universities and other institutions of executive education, as well as instructors of organizational training courses. Case topics include but are not restricted to: alignment with the organization, innovative uses of technology, emerging technologies, the management of IT, including strategy, business models, change, infrastructure, organization, human resources, sourcing, system development and implementation, communications, technology developments, technology impacts and outcomes, technology futures, national policies and standards.
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