Determinants of Indonesian E-Grocery Shopping Behavior After Covid-19 Pandemic Using the Technology Acceptance Model Approach
The increasing number of e-grocery start-ups and COVID19 pandemic have accelerated the growth of e-grocery services in Indonesia. In fact, e-grocery adoption is low compared with other e-commerce product categories such as fashion and electronics. Customers are considering some factors including trust, risk, benefit (usefulness) and the level of ease of use before making a decision to shop online grocery. The objective of this study is to determine whether all these factors affect trust and finally the adoption in shopping for grocery products online and whether the Indonesian consumers will return to shopping for grocery products offline after the COVID19 pandemic. This research provided a new perspective by integrating Technology Acceptance Model Approach with trust as the intervening variable. Quantitative research was conducted by distributing questionnaires among the 195 respondents who had used e-grocery/shopping services. All data collection was analyzed using PLS-SEM (Partial Least Square – Structural Equation Model). The results of this study indicate that perceived risks, perceived usefulness, and perceived ease of use have a positive effect on trust. The study proved that trust had a significant effect in the adoption of e-grocery platforms among Indonesian shoppers. The e-grocery platform should offer innovative and consistent products or services to keep their customers buying groceries online even after the COVID-19 pandemic is over especially for the older generation who are more enjoyed buying at the conventional markets.