Consumer Acceptance in Grocery Shopping Mobile Applications

Abstract

This study investigates the Indonesian shoppers' attitude towards grocery shopping applications. Using the technology acceptance model with the innovation characteristics, and intention to recommend the telecommunication compose, the study explores shoppers' attitude, which would eventually translate into behavior. From the total population of 5,307,555 residents with the age range of 20 to 49 years old in DKI Jakarta, this study targetted 400 respondents as samples. This study used convenience sampling to get the subjects followed by face-to-face data collection using questionnaires by the research workers. The study utilized Structural Equation Modeling (SEM) with WarpPLS 7.0 for data examination. Consequently, analyzing the determinants affecting shoppers' intention to shop via grocery shopping applications can help retail grocery managers develop more effective marketing strategies that deliver convenience to the consumers.