Acta Univ. Agric. Silvic. Mendelianae Brun. 2018, 66, 737-746
Published online 2018-06-28

Technology Acceptance as a Determinant of Online Grocery Shopping Adoption

Radka Bauerová, Martin Klepek

Department of Business Economics and Management, Faculty of Business Administration, Silesian University in Karviná, Univerzitní náměstní 1934/3, 733 40 Karviná, Czech Republic

Online grocery shopping plays an important role in the current online market as the most evolving online shopping category. Despite that, consumers adopt this way of shopping quite differently across European countries. To explain such a difference, the Technology acceptance model (TAM) can be used for better understanding consumer behaviour toward habitual online shopping. This paper goes beyond and applies TAM in online grocery area based on the assumption that customers view online grocery shopping as an interaction with system respectively web page interface. The aim of the paper is to explain consumer behaviour in the domain of online grocery shopping. Structural equation modelling was chosen to determine factors influencing online grocery shopping and moreover, to find positive relationships between them. The online quantitative questionnaire was given to 480 respondents. Analysis showed a positive relationship between Perceived Usefulness (PU), Perceived Ease of Use (PEOU) and Behavioural Intention (BI). The final scheme has characteristics of simple path model with a sequence of latent constructs where PEOU has a positive effect on PU and PU consequently effects BI. Perceived Usefulness of online grocery shopping have a direct effect on Intention to buy, therefore plays a crucial role in awakening the interest in buying food online.


This research was financially supported by the Student grant competition project SGS/7/2017: “Acceptance of technology from the perspective of marketing tools.”


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