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- Title
Understanding Mobile Grocery Shopping Continuance Intention: Covid-19 and Beyond.
- Authors
Pasupuleti, Ravi Sankar; Jeyavelu, S.; Seshadri, Usha
- Abstract
The purpose of this study is to understand the Continuance intention of consumers who have adopted Mobile Shopping for Groceries (MSG) during the Covid-19 pandemic. Specifically, the authors propose an extended Technology Acceptance Model (TAM) by integrating the TAM with perceived threat and the continuance intention model. Gender, age, family type and prior experience were chosen as controlled variables. A total of 266 usable responses from respondents were collected using Google forms. Structural Equation Modeling (SEM) was used to test the research hypotheses. The results indicate that Perceived Usefulness (PU) has a significant direct impact on Continuance Intention (CI) and an indirect effect through attitude (ATT) towards using mobile phones for grocery shopping. This study also found no significant impact of Perceived Threat (PT) on perceived usefulness. Based on the findings, the paper puts forth the limitations, implications for future research.
- Publication
IUP Journal of Marketing Management, 2021, Vol 20, Issue 4, p65
- ISSN
0972-6845
- Publication type
Academic Journal