Customer adoption of online grocery shopping in colombo district, Sri lanka

Abstract

This study investigates the factors affecting the customer adoption of online grocery shopping in Colombo district, Sri Lanka. Data were collected by using a structured questionnaire that was distributed online among 200 respondents. This study selected a quantitative approach and considered as a single cross-sectional design. Five factors have been identified as determinant factors of the customer adoption of the online grocery market in Colombo district, Sri Lanka after the unidimensionality test. According to the analysis, it can be concluded that there is a significant impact Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Perceived Social Norms, Perceived Relative Advantages, Perceived Online Grocery risk on customer adoption of online grocery Among those factors Perceived Ease of Use, Perceived Enjoyment, Perceived Social Norms, and Perceived Relative Advantages were the most critical factors and Perceived Usefulness. They Perceived Online Grocery risk was the less important factors. It can suggest that the marketers who are in to improve the online grocery industry, especially within the Colombo district to pay the significant attention to Perceived Ease of Use, Perceived Enjoyment, Perceived Social Norms, and Perceived Relative Advantages to enhance the customer adoption towards online grocery shopping.