Factors That Drive Actual Purchasing of Groceries through E-Commerce Platforms during COVID-19 in Indonesia

Dezie Leonarda Warganegara and Roozbeh Babolian Hendijani
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Dezie Leonarda Warganegara: Management Department, BINUS Business School Doctor of Research in Management, Bina Nusantara University, Jakarta 11480, Indonesia
Roozbeh Babolian Hendijani: Creative Marketing Program, Management Department, BINUS Business School Master Program, Bina Nusantara University, Jakarta 11480, Indonesia

Sustainability, 2022, vol. 14, issue 6, 1-21

Abstract: (1) Background: This is one of the few studies to look into online grocery shopping behavior in Indonesia, as an emerging sector of the economy. The technology acceptance model is extended in this study to include price, health risk, and a reference group to better understand the factors and the extent to which they influence online grocery shopping. (2) Methods: In order to achieve the goal of the research and test the research model, a literature-based questionnaire was developed and distributed to 300 respondents in Jakarta via online platforms. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used in this study. (3) Results: We discovered that ease of use, usefulness, attitude, and reference group had a statistically significant relationship with intention and actual use of online platforms to purchase groceries in Indonesia. However, neither health risk nor price were found to be significantly correlated with respondents’ purchasing intent. (4) Conclusions: Several practical and theoretical implications for decision makers designing marketing strategies are discussed based on the findings.

Keywords: online shopping; groceries; TAM; price; Indonesia (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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