Consumer adoption of digital grocery shopping: what is the impact of consumer’s prior-to-use knowledge?

Abstract

PurposeSmart retail technology adoption models are largely focused on consumer perceptions of the technology and the characteristics of digital technologies. However, the impact of the prior-to-use knowledge of consumers on the adoption of the technologies has been understudied. This research examined to what extent social acceptance and consumer learning can facilitate consumer adoption of digital grocery shopping (DGS).Design/methodology/approachThis paper builds on the innovation–decision model to develop a framework to examine the impact of social acceptance and consumer learning on DGS. The research tested a structural model based on data collected from 611 North American participants.FindingsThis study found that the social acceptance of DGS directly and consumer learning indirectly affects the appeal of grocery shopping to consumers and consequently increases their intention to adopt this new shopping method. Furthermore, the results indicated that both hypothesised directions are parallelly mediated by digital convenience, the consumer’s digital readiness and digital trust.Originality/valueThis study extends the understanding of consumer adoption of DGS by highlighting the influence of consumer knowledge about DGS on their behavioural intention. Several important theoretical and practical implications are provided to help retail managers to develop service strategies.