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The Theoretical Framework for the Application of the TAM in Online Grocery Shopping

Radka Bauerová () and Martin Klepek ()
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Radka Bauerová: Department of Business Economics and Management, School of Business Administration, Silesian University
Martin Klepek: Department of Business Economics and Management, School of Business Administration, Silesian University

No 44, Working Papers from Silesian University, School of Business Administration

Abstract: In today's world, the technology and internet reshaped the way products are ordered, delivered and consumed. More and more customers have internet connection thus opportunity to buy online. The products bought mostly online are mobile and IT, electronics, home and gardening equipment and fashion. On the other side of the spectrum is food. Thanks to high demands on logistics, companies entered the market in the Czech Republic gradually. One fourth of Czech customers tried buying food online and every tenth person buys groceries regularly. However, the relative turnover of online groceries to whole e-commerce market is low. Online retailers or e-retailers are therefore in constant search for understanding of consumer behaviour behind current situation. The aim of the paper is to formulate a theoretical model and formulate a hypothesis for consecutive model testing via structural equation modelling approach. The model will be suitable for online grocery shopping acceptance as a new technology in retail domain.

Keywords: Technology acceptance model; TAM modification; online sales; online shopping; online grocery shopping (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-ict, nep-mkt and nep-pay
Date: 2017-08-31
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