Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


University Students Intention to Use Mobile Technology for Grocery Shopping: An Application of Technology Acceptance Model

Author(s): Olawale Fatoki

The use of mobile technology for commerce is relatively small in South Africa compared to developed countries. Many consumers including university students still physically visit retailers to purchase groceries, however, on-demand delivery service apps that bring groceries to the doors of customers have started to grow. Based on the Technology Acceptance Model (TAM), the study investigated the intention of university students to use mobile technology (smartphones) for grocery shopping. The study adopted the descriptive research design and the cross-sectional survey method was used for data collection. Descriptive statistics and structural equation modelling (PLS-SEM) were used for data analysis. The results showed significant positive relationships between TAM constructs and behavioural intention. In addition, the study found that attitude mediates the relationship between perceived usefulness and behavioural intention. Research implications are discussed.

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