Analyzing Online Food Shopping Behavior in Pekanbaru City Using the Technology Acceptance Model (TAM)

Abstract

This research aims to see the acceptance of Pekanbaru City consumers towards online grocery shopping through e-grocery applications using the framework of the Technology Acceptance Model (TAM). Quantitative descriptive method was used in this research with purposive sampling technique. Respondents in this study were 174 women aged 18 years and over who had done online food shopping. The Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach was used to analyze the respondent's answer data. The results of this study indicate that there is an influence of Perceived Ease of Use (PEU) on Perceived Usefulness (PU). Attitude (ATT) is influenced by Perceived Usefulness (PU) and Perceived Ease of Use (PEU). Furthermore, Behavioral Intention (BI) is significantly influenced by Perceived Usefulness (PU) and Attitude (ATT). Meanwhile, no effect of Perceived Ease of Use (PEU) on Behavioral Intention (BI) was found. The originality of this research lies in the use of the Technology Acceptance Model (TAM) model in the case of food shopping through e-grocery applications in Pekanbaru city with all female respondents. This research is expected to contribute to the field of consumer behavior, especially in the context of online grocery shopping through e-grocery applications in Pekanbaru City.