Exploring the influences of personal attitudes on the intention of continuing online grocery shopping after the COVID-19 pandemic

Abstract

The unprecedented COVID-19 pandemic has brought drastic changes in our daily activities. One of these essential activities is grocery shopping. In compliance with the recommended social distancing standards, many people have switched to online grocery shopping or curbside pickup to minimize possible contagion. Although the shift to online grocery shopping is substantial, it is not clear whether this change would last in the long term. This study examines the attributes and underlying attitudes that may influence individuals’ future decisions on online grocery shopping. An online survey was conducted in May 2020 in South Florida to collect data for this study. The survey contained a comprehensive set of questions related to respondents’ sociodemographic attributes, shopping and trip patterns, technology use, as well as attitudes toward telecommuting and online shopping. A structural equation model (SEM) was applied to examine the intervening effects of observed as well as latent attitude variables on the likelihood of online grocery shopping after the outbreak. The results indicated that those with more experience in using online grocery shopping platforms were more likely to continue purchasing their groceries online. Individuals with positive attitudes toward technology and online grocery shopping in terms of convenience, efficiency, usefulness, and easiness were more likely to adopt online grocery shopping in the future. On the other hand, pro- driving individuals were less likely to substitute online grocery shopping for in-store shopping. The results suggested that attitudinal factors could have substantial impacts on the propensity toward online grocery shopping.