Central European Business Review 2019, 8(3):18-34 | DOI: 10.18267/j.cebr.216

Online Grocery Shopping Acceptance: The Impact on the Perception of New Technologies and Loyalty in Retailing

Radka Bauerova1
1 Silesian University, Czech Republic, bauerova@opf.slu.cz

Online grocery shopping is becoming an integral part of life for more and more customers around the world and has truly changed the way consumers acquire their groceries. Nevertheless, the offline environment is still a priority for most customers. Therefore, it is not surprising that new technologies are also being introduced in traditional stores. The purpose of this paper is to explore if all generations of customers equally perceive pressure to apply new technologies into the purchasing process and how previous online grocery shopping acceptance can influence customer behaviour. This research was conducted on a sample of 1,050 online respondents. The answers of respondents have a nominal character. Therefore, Pearson´s chi-square test was used for testing. Subsequently, the frequency analysis was used for a more detailed examination. The results indicate that online grocery shopping acceptance positively influences the perception of new technologies from the perspective of all generations of customers. An interesting finding is that if traditional retailers entered the online market, 67% of online grocery shoppers would change retailers. This paper brings a new perspective on online and offline generations of customers and states that online grocery shopping acceptance is a predictor of positive perception of other technologies in retailing. Managers should take steps to increase the acceptance of technologies in stores, which will facilitate the business processes in the store and optimize the use of the workforce. This paper also demonstrates an opportunity for traditional retailers to enter the online marketplace.

Keywords: grocery retailing, online grocery shopping, new technologies, technology acceptance, customer behaviour
JEL classification: M19, M31

Received: July 8, 2019; Revised: August 9, 2019; Accepted: August 11, 2019; Prepublished online: September 23, 2019; Published: October 1, 2019  Show citation

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Bauerova, R. (2019). Online Grocery Shopping Acceptance: The Impact on the Perception of New Technologies and Loyalty in Retailing. Central European Business Review, 8(3), 18-34. doi: 10.18267/j.cebr.216
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