EVALUATION OF STIMULI IN ONLINE GROCERY SHOPPING USING THE UNIFIED THEORY OF TECHNOLOGY ACCEPTANCE AND USE
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Abstract
The Covid-19 pandemic accelerated the digital transformation in supermarket retail, boosting the use of online channels as a response to social isolation restrictions. Consumers who previously did not shop for groceries online were encouraged to try this modality, and a significant portion continued to adopt it even after the end of isolation. This scenario permeates the problem addressed in this study: what factors impact online food purchasing behavior in Brazil? To this end, this study sought to investigate the main factors that stimulate online food purchases, using the Unified Theory of Acceptance and Use of Technology (UTAUT2) as a theoretical model. A structured questionnaire with a Likert scale was applied to a non-probabilistic sample of 187 individuals. The data were processed using Structural Equation Modeling in the SMARTPLS® software. The results demonstrated that the most influential factors in purchasing behavior are "performance expectations" and "hedonic motivations," highlighting the convenience and pleasure of the digital experience as the main drivers, while technological and social factors show limited influence. Interestingly, the construct "facilitating conditions" proved irrelevant, suggesting a possible evolution of the model to reflect changes in consumer behavior in the digital age. These findings provide valuable insights for the supermarket retail sector, especially for strategies to develop online sales channels for supermarket-category food products.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
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