文章基本信息

标题：Factors That Drive Actual Purchasing of Groceries through E-Commerce Platforms during COVID-19 in Indonesia
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作者：Dezie Leonarda Warganegara ; Roozbeh Babolian Hendijani
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2022
卷号：14
期号：6
页码：3235
DOI：10.3390/su14063235
语种：English
出版社：MDPI, Open Access Journal
摘要：(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.