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Evaluating the Determinants of Customers’ Mobile Grocery Shopping Application (MGSA) Adoption during COVID-19 Pandemic

Abstract The study aims at determining the predictors of mobile grocery shopping applications (MGSAs) acceptance and their impact on behavioral intention to use MGSA during COVID-19 outbreaks. Based on the technology acceptance model and theory of planned behavior, we analyzed the influence of social distancing, fear of COVID-19, subjective norms, shopping attitudes, ease of use, usefulness on behavioral intention to use MGSAs. Data were collected from 565 users and analyzed with structured equation modeling (SEM) using SMART PLS 3 software. Findings depicted that shopping attitudes were predicted by subjective norms, ease of use, and usefulness. In contrast, behavioral intention is predicted by subjective norms, attitudes, ease of use, usefulness, fear of COVID-19, and social distancing. The study contributes to the extant literature incorporating fear of COVID-19 and social distancing as psychological and situational variables into the technology acceptance model and theory of planned behavior, which may guide the marketing practitioners to promote online sales in an unprecedented situation.