FACTORS AFFECTING CONSUMERS' ADOPTON OF ONLINE GROCERY SHOPPING APPLICATIONS IN QATAR

Abstract

The usage of online grocery shopping applications is developing worldwide, which has enhanced the competition among service providers. Accordingly, understanding the factors that affect consumers’ adoption of these services has become important to guarantee the success of these firms. The Unified Theory of Acceptance and Use of Technology was extended by adding four new variables which are perceived risk, perceived trust, sensory stimulation and loss of perceived enjoyment. Therefore, the purpose of this study is to investigate the factors of performance expectancy, effort expectancy, social influence, facilitating conditions, perceived trust, perceived riski, sensory stimulationi and lossi of perceivedi enjoyment that affect the consumer’s adoption of online grocery shopping applications in Qatar. A quantitative research method was followed in this study to investigate the factors that affect the consumers’ adoption. A sample of 306 respondents was collected in Qatar through an online survey. The data were analysed using IBM SPSS 28. Different statistical tests were used to investigate the consistency of the collected data and test the proposed hypotheses, such as reliability, correlation and multiple regression analysis. The results of this study indicated that performance expectancy, social influence, facilitating conditions, perceived trust and sensory stimulation had a statistically significant impact on the consumers’ adoption of online grocery shopping applications, though the rest of the factors tended to be insignificant. The results of this study will benefit companies by providing them with the important factors that affect consumers’ adoption of online grocery shopping applications to consider in their decisions regarding their marketing strategies.