Factors That Drive Actual Purchasing of Groceries through E-Commerce Platforms during COVID-19 in Indonesia

(1) Background: This is one of the few studies to look into online grocery shopping behavior in Indonesia, as an emerging sector economy. The technology acceptance model extended this study include price, health risk, and a reference group better understand factors extent which they influence shopping. (2) Methods: In order achieve goal research test model, literature-based questionnaire was developed distributed 300 respondents Jakarta via platforms. Partial Least Squares Structural Equation Modeling (PLS-SEM) used study. (3) Results: We discovered that ease use, usefulness, attitude, had statistically significant relationship with intention actual use platforms purchase groceries Indonesia. However, neither risk nor price were found be significantly correlated respondents’ purchasing intent. (4) Conclusions: Several practical theoretical implications for decision makers designing marketing strategies are discussed based on findings.