| Keywords [eng] |
Impact on consumers continuing online grocery shopping post-COVID-19, Health Concern, Corona Fear, Technostress, Convenience Seeking, Perceived Usefulness, Perceived Ease of Use, Attitude, and Continuance Intention, Cronbach's alpha coefficient, Factors influencing intentions to continue online grocery shopping, Theoretical model based on the Technology Acceptance Model (TAM), Personal characteristics, Situational factors, Online buying behavior, COVID-19, Product, price, payment method, security, Georgia. |
| Abstract [eng] |
The main purpose of this Master thesis is to analyze the impact of consumer personal characteristics and situational factors on the intention to continue purchasing online during the post-coronavirus pandemic era. The work consists of three main parts: analysis of literature, development of the research methodology, analysis of the empirical findings. The essence of the thesis paper is presented in the introduction; thesis paper ends with conclusions and recommendations, references and annexes. Literature analysis presents the main key consumer behaviour models. Research methodology is based on the modified Model of Technology Acceptance Model (TAM), including the factors that are relevant in the analysed situation. The purpose of this model is to determine the technology's acceptability and make necessary adjustments to ensure that users will accept it. In addition, this model explains that user acceptance is influenced by two important factors such as perceived usefulness and ease of use. This model is widely used to explain why people shop online. Data is collected via on-line survey, using convenience sampling. Research instrument (questionnaire) is developed using the scales that had appropriate reliability in the earlier studies. Empirical analysis is performed on the basis of 500 questionnaires. Research data were analyzed through factor and reliability analysis, including Cronbach's alpha coefficient, which is an indicator of internal consistency, and independent t-test to assess significance. The data analysis allows confirming the strong influence of chosen determinants on the attitude and on purchase intention. It is confirmed within the study, that - Technostress has a negative impact on perceived usefulness of groceries online shopping; Health concern has a positive impact on perceived usefulness of groceries online shopping; Convenience seeking has a positive impact on perceived usefulness of groceries online shopping; Corona fear has a positive impact on perceived usefulness of groceries online shopping; Social distancing measures have a positive impact on perceived usefulness of groceries online shopping.;Technostress has a negative impact on perceived ease of use of groceries online shopping; Convenience seeking has a positive impact on perceived ease of use of groceries online shopping; Social distancing measures have a positive impact on perceived ease of use of groceries online shopping; Technostress has a negative impact on continuance intention to purchase groceries online during the post-coronavirus pandemic era; Convenience seeking has a positive impact on continuance intention to purchase groceries online during the post-coronavirus pandemic era; Perceived usefulness of groceries online shopping has a positive impact on attitude toward groceries online purchasing; Perceived ease of use of groceries online shopping has a positive impact on attitude toward groceries online purchasing; Attitude toward groceries online purchasing has a positive impact on continuance intention to purchase groceries online during the post-coronavirus pandemic era. Performed theoretical and empirical analysis allows developing conclusions and recommendations/managerial implications. Their most important element includes research-based confirmation that customers will continue to use online grocery shopping and their buying online behavior has increased compared these to the period before the coronavirus pandemic. |
