Elucidating the Behavior of Consumers toward Online Grocery Shopping: The Role of Shopping Orientation

This research examined the factors affecting consumer buying intention in the online grocery market in Thailand. The conceptual framework incorporates the theories of technology adoption and shopping behavior, including the technology acceptance model, consumer shopping orientation, and online shopping experience. The study was conducted as a quantitative online self-administered survey of Thai consumers who had bought groceries online. The sample was primarily female, younger than 40 years of age, and highly educated. Most participants were infrequent online grocery buyers (once a month or less). The data were analyzed using structural equation modeling. The findings showed that the technology acceptance model variables had the strongest effect on attitude for online shopping, although all hypotheses were accepted. The predictive value of attitude for the online buying intention for groceries was very high. The implication of this research is that online shopping is both a technology decision and a consumer decision and needs to be examined as such.