Determinants of Online Grocery Shopping Adoption

Abstract

Online grocery shopping has shifted from a niche service to a mainstream retail format, driven by urbanization, digital infrastructure, and changing consumer lifestyles. However, adoption levels still vary considerably across demographic segments and regions, indicating that multiple determinants shape consumers’ intentions and behaviors. This study conceptually examines the determinants of online grocery shopping adoption by integrating insights from the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT2), and consumer behavior literature. Key determinants considered include perceived usefulness, perceived ease of use, perceived risk, delivery reliability, price value, product assortment, trust, social influence, and facilitating conditions. A conceptual framework is proposed, followed by a hypothetical quantitative research design using survey data and structural equation modeling. The paper illustrates how the determinants can be empirically tested and discusses their likely impact on behavioral intention and actual usage. Managerial implications are provided for online grocery platforms and traditional retailers transitioning to omni-channel models. The paper concludes by highlighting research gaps and avenues for future empirical work on online grocery adoption, especially in emerging markets.