Customer Intention Towards E-Grocery Shopping Apps Using TAM And UGT

Abstract

The purpose of this study is to understand the customer intention towards e-grocery shopping apps using Technology Acceptance Model (TAM) and Uses and Gratifications Theory (UGT). The dimensions of TAM and UGT are perceived ease of use, perceived usefulness, entertainment, web irritation, informativeness, attitude towards e-grocery and intention towards e-grocery shopping apps. For this study, the chosen area was Chennai city and primary data was collected using survey method. The sample size for the study is 205. The collected data was processed using AMOS and SPSS software. The statistical tools used is descriptive statistics, T-test, reliability and validity test, correlation, regression and structural equation modeling. From the findings, we found that TAM and UGT variables have a positive impact on attitude and attitude towards e-grocery have a positive impact on customer intention to use e-grocery. Hence, we would like to conclude that the technology advancement and faster communication helped the customers to adopt the e-grocery shopping apps.