Publication: Elucidating the Behavior of Consumers toward Online Grocery Shopping: The Role of Shopping Orientation
Issued Date
2018-10-02
Resource Type
ISSN
1533287X
15332861
15332861
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2-s2.0-85055680395
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Mahidol University
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SCOPUS
Bibliographic Citation
Journal of Internet Commerce. Vol.17, No.4 (2018), 418-445
Suggested Citation
Phoranee Loketkrawee, Veera Bhatiasevi Elucidating the Behavior of Consumers toward Online Grocery Shopping: The Role of Shopping Orientation. Journal of Internet Commerce. Vol.17, No.4 (2018), 418-445. doi:10.1080/15332861.2018.1496390 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/45352
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Title
Elucidating the Behavior of Consumers toward Online Grocery Shopping: The Role of Shopping Orientation
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Abstract
© 2018, © 2018 Taylor & Francis Group, LLC. This research examined the factors affecting consumer buying intention in the online grocery market in Thailand. The conceptual framework incorporates the theories of technology adoption and shopping behavior, including the technology acceptance model, consumer shopping orientation, and online shopping experience. The study was conducted as a quantitative online self-administered survey of Thai consumers who had bought groceries online. The sample was primarily female, younger than 40 years of age, and highly educated. Most participants were infrequent online grocery buyers (once a month or less). The data were analyzed using structural equation modeling. The findings showed that the technology acceptance model variables had the strongest effect on attitude for online shopping, although all hypotheses were accepted. The predictive value of attitude for the online buying intention for groceries was very high. The implication of this research is that online shopping is both a technology decision and a consumer decision and needs to be examined as such.