Intended Usage of Online Supermarkets: The Singapore Case

The online grocery sales experienced a surge in Singapore especially in the early half of 2003 during the SARS outbreak. The Technology Acceptance Model and some basic demographic variables will be used to study the intended usage of online supermarkets. Based on a sample of size 211 shoppers, it was found that those 21-40 years old have a propensity in using the online grocery. However, those having income lower than $1,500 have less inclination in using the e-grocery. The stepwise discriminant analysis shows that two perceived variables, usefulness and ease of use, and two demographic variables, age, income are significant in differentiating the intended customers. Our results are different from the past studies where the gender and education are found to be significant. This may be due to the fact that most respondents in the sample are under 41 years old with at least tertiary and above education.