Predicting Consumer Intention To Adopt Online Grocery Shopping: A Comparative Study Between Millennials In Thailand And Indonesia

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2021-09-01 DOI:10.7903/IJECS.1894

Athapol Ruangkanjanases, Pattanaporn Sirisrisakulchai, N. Sonata, B. Simamora

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引用次数: 4

Abstract

This study focuses on the behavioral intention to purchase groceries from virtual supermarkets by millennials. This research also aims to compare the influencing factors between Thai and Indonesian consumers. The study applies the Technology Acceptance Model (TAM), which is widely accepted to study technology adoption. The hypotheses are constructed to test four independent variables, which are social influence, perceived usefulness, perceived ease of use, and trust and security, and their effects on consumers’ attitudes and intention to purchase grocery online. This study uses a survey to collect data from 400 respondents, 200 who are Thai millennials and 200 who are Indonesian millennials. The results show that perceived usefulness and trust and security are significant factors affecting both Thai and Indonesian consumers’ intention to adopt online grocery shopping. In addition, perceived ease of use has an effect on the intention to adopt online grocery shopping only for Thai millennials while social influence has an effect only on Indonesian millennials’ intention to adopt.

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预测消费者在线购物意向:泰国和印尼千禧一代的比较研究

本研究关注的是千禧一代在虚拟超市购买杂货的行为意愿。本研究还旨在比较泰国和印度尼西亚消费者之间的影响因素。本研究采用了技术接受模型(TAM)，这是一种被广泛接受的研究技术采用的模型。构建假设以检验社会影响力、感知有用性、感知易用性和信任与安全四个自变量及其对消费者在线购物态度和意向的影响。这项研究通过调查收集了400名受访者的数据，其中200名是泰国千禧一代，200名是印度尼西亚千禧一代。结果显示，感知有用性、信任和安全是影响泰国和印度尼西亚消费者采用网上杂货购物意愿的重要因素。此外，感知易用性仅对泰国千禧一代采用在线杂货购物的意愿有影响，而社会影响仅对印度尼西亚千禧一代的采用意愿有影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.