Abstract
The e-grocery industry in Indonesia is multiplying and is expected to become one of the most important markets in the world. Massive amount of funding for e-grocery start-ups, the high desire of Indonesian consumers to buy grocery products online, and COVID19 are increasing the growth of e-grocery services in Indonesia. Although the desire to use e-grocery services in Indonesia is high, data shows that e-grocery adoption is still far below other e-commerce product categories such as fashion and electronics. Previous research and surveys also show that consumers will return to shopping for wholesale products offline and stop/reduce the use of e-grocery after the COVID19 pandemic. Therefore, this research is interested in examining the factors that can increase the adoption of e-grocery in Indonesia. Quantitative research was conducted using the purposive sampling method and obtained 135 respondents who have ever used e-grocery service/shopping in the JABODETABEK area. Data were analyzed using PLS-SEM (Partial Least Square – Structural Equation Model). The results of this study indicate that perceived risk has a negative effect on Trust. Social Influence, Perceived Usefulness, and Perceived Ease of Use have a positive effect on Trust. Social Influence and Perceived Ease of Use have a positive effect on Perceived Usefulness. However, it turns out that Trust in this study was not proven to affect the intention to use e-grocery services/shopping for grocery products online.
Highlights
Shopping for groceries online is relatively new in a developing country like Indonesia
Ma (2021) in a study that integrates Technology acceptance model (TAM), trustworthiness, perceived risk, and consumer traits to determine the factors that influence the intention of non-adopters to use online pharmacies, found that perceived ease of use has a positive effect on non-adopters Trust with high IT experience
This study proves that the perceived benefits of using e-grocery provide consumers with a clear advantage over offline grocery shopping so that the perceived benefits can lead to consumer confidence
Summary
Shopping for groceries online is relatively new in a developing country like Indonesia. Several factors that may influence the level of e-grocery adoption have been widely discussed, such as fear of fraud, security concerns, lack of trust, and the intangible nature of many online products have prevented consumers from buying online (Gefen et al 2003; Ranganathan & Jha 2007 in (Ma, 2021). Chen & Barnes (2007) in (Ma, 2021) show that lack of trust prevents online users from participating in e-commerce platforms. Based on these problem statements, the research questions are: Based on the above problem statement, the research questions are: (1) What factors affect the acceptance of e-grocery among Indonesian consumers? The purpose of the study is to investigate factors affecting the adoption of e-grocery in Indonesia as a foundation guideline for the e-grocery company to craft their strategies
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