The Acceptance of Online Grocery Shopping

The Internet has been increasingly used to facilitate online business transactions between business entities and consumers for various products and services. One of the applications that has received much attention in the last few years is Online Grocery Shopping (OGS). There is, however, no concrete evidence that OGS has been widely adopted as initially predicted. To enrich the existing studies in this context, which are currently limited, this paper explores the Australian consumer’s perception of Online Grocery Shopping in order to identify some factors that may foster or hinder its acceptance. The Technology Acceptance Model (TAM) is employed to provide the theoretical foundation for this study. Based on the empirical data collected from a survey, the findings demonstrate the strength of the TAM in exploring the acceptance of OGS in Australia. In addition, the visibility of OGS was also found to be an important factor for its acceptance by the community.