Marketing

Chromatography

Orientation (vector space)

Computer science

Conceptual framework

Structural equation modeling

Business

Database

Advertising

Psychology

Mathematics

Consumer behaviour

Sociology

Grocery shopping

Geometry

Conceptual model

Chemistry

Sample (material)

Machine learning

Social science

Journal of Internet Commerce

This research examined the factors affecting consumer buying intention in the online grocery market in Thailand. The conceptual framework incorporates the theories of technology adoption and shopping behavior, including the technology acceptance model, consumer shopping orientation, and online shopping experience. The study was conducted as a quantitative online self-administered survey of Thai consumers who had bought groceries online. The sample was primarily female, younger than 40 years of age, and highly educated. Most participants were infrequent online grocery buyers (once a month or less). The data were analyzed using structural equation modeling. The findings showed that the technology acceptance model variables had the strongest effect on attitude for online shopping, although all hypotheses were accepted. The predictive value of attitude for the online buying intention for groceries was very high. The implication of this research is that online shopping is both a technology decision and a consumer decision and needs to be examined as such.

Elucidating the Behavior of Consumers toward Online Grocery Shopping: The Role of Shopping Orientation