Online grocery shopping in Thailand: Consumer acceptance and usage behavior

This study is the first of its kind to examine the acceptance and usage behavior of online grocery shopping in Thailand. It proposes an extension of the technology acceptance model, including subjective norm, visibility, perceived risk, and perceived enjoyment to better understand the factors and the extent to which they lead to the acceptance or rejection of online grocery shopping. In order to accurately test the variables and the relationships of the proposed research model, a questionnaire was developed and distributed to 450 residents in the Bangkok area, of which 263 valid responses were returned back to the researcher. Instrument development was done by using existing scales and items from the current literature on technology acceptance. Partial least squares structural equation modeling (PLS-SEM) was used for this research, with the results emphasizing that perceived ease of use, perceived usefulness, intention to use, subjective norm, and perceived enjoyment have a statistically significant relationship towards the acceptance of online grocery shopping in Thailand. By contrast, visibility and perceived risk were found to have no significant impact on the perceived usefulness of online grocery shopping. The results and implications are summarized in the discussion part of this paper where valuable recommendations for decision makers are provided.