Adoption and Usage of E-Grocery Shopping: A Context-Specific UTAUT2 Model

In order to determine how sustainable online grocery shopping is as a practice, it crucial have an in-depth understanding of its drivers. This paper therefore validates the Unified Theory Acceptance and Use Technology (UTAUT2) in context e-grocery enriches with five constructs. We exploit self-administered survey among 560 customers two Belgian supermarkets test model by means hierarchical multiple regression analysis. do so not only for full sample, but also users non-users separately. For four proposed context-specific constructs—namely, perceived risk, time pressure, in-store enjoyment, innovativeness—help better explain intention adopt or continue use services. subsamples, pressure innovativeness add explanatory power, this non-users. other words, additional constructs primarily help discriminate between addition, while extended outperforms original UTAUT2 all three samples, added value does much lie higher explained variance, rather more correct identification drivers BI.