Factors Influencing the Online Grocery Shopping Intention among the Elderly Population in Sri Lanka

Kurukulasuriya Weerasinghe Tharindu Madushanka Fernando
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Kurukulasuriya Weerasinghe Tharindu Madushanka Fernando: Business School, Sichuan University, Chengdu 610065, People’s Republic of China

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 4, 2939-2951

Abstract: The adoption of online grocery shopping among elderly consumers remains an understudied area, particularly in South Asian contexts. This study examines the factors influencing elderly individuals’ intention to use online grocery shopping in Sri Lanka. Drawing on the Technology Acceptance Model (TAM) and additional constructs, such as subjective norm, visibility, enjoyment, and situational factors, this research explores the relationships between perceived ease of use, perceived usefulness, and consumers’ intention to use. Data were collected through a web-based survey from 322 elderly respondents, and analysis was conducted using Structural Equation Modeling (SEM). The results confirmed all hypothesized relationships among the research constructs, except for the impact of visibility on perceived usefulness. The findings contribute to the growing body of knowledge on consumer behavior in e-commerce and provide practical insights for marketers seeking to enhance online grocery shopping adoption among elderly consumers. The study also highlights key limitations and calls for future research to explore diverse demographic groups and longitudinal adoption trends.

Date: 2025
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