Technology Acceptance - Free Essay Example

Introduction

The continued use of the internet and technology for shopping purposes has changed the daily life of consumers. This is because, through technology for shopping purposes, customers can easily purchase whatever they need. The fact that technology has made shopping easier has made many consumers opt for online shopping. Online grocery shopping has a crucial part in today's online market. This is because it is the most developing category in online shopping (Bauerová & Klepek, 2018). However, different customers across European countries adopt this shopping mode differently. The current paper discusses the acceptance of technology to determine the adoption of online grocery shopping.

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Recently, there has been a difference experienced in the modern way of buying groceries from the traditional way. The use of technology in purchasing groceries is increasing every day. One of the reasons for the increase is time-saving. The use of technology to purchase groceries decreases the time used in the process compared to the traditional way clients have to visit the grocery shops physically.

Consumer Behavior

Consumer behavior has increased in recent times, with the increased use of technology in purchasing groceries (Bauerová & Klepek, 2018). For instance, the use of online grocery stores to purchase fresh groceries has increased compared to offline purchasing. This is contrary to many people's conclusion that consumers are afraid of purchasing fresh products through an online platform.

The first online grocery shopping model was designed by Chien and Kurnia (Bauerová & Klepek, 2018). Using multiple regressions, the model illustrated the use of TAM to access OGS acceptance. The model confirmed that its perceived ease of use directly influenced the perceived usefulness of online grocery shopping. While examining the proposed variables for the model on online grocery shopping, it was established that only the visibility factor has a good influence on the use of online grocery shopping. Factor visibility is an implication that the more the likely adopters observe the use of online grocery shopping by other individuals, the more likelihood of establishing the right attitude towards its application.

Wolf designed the second online grocery shopping. Mediator analysis got applied in the investigation of the proposed model (Bauerová & Klepek, 2018). In the model, the factor of perceived usefulness was not at all examined. Many researchers have confirmed that the perceived usefulness model is a better BI forecaster than the perceived ease of use model. The design of the model is for it to repeat online grocery shopping. Therefore, the assumption is that choosing the perceived ease of use model as more crucial than perceived usefulness is inadequate. The reason for this is the continued increase in the use of the system by an e-customer.

Determinants

According to Davis, there are two determinants for whether consumers will prefer the online purchase of groceries or not (Bauerová & Klepek, 2018). The two determinants include the ease of use by customers and perceived usefulness. The two determinants are crucial for people to either accept or reject the application of technology.

Davis defined perceived usefulness as a gradation to which a given individual believes that applying a given system would improve their job performance (Bauerová & Klepek, 2018). In the case of online grocery shopping, the assumption is that the online platform for shopping is essential in the customers' lives.

According to Davis, perceived ease of use is a gradation in which a consumer believes that using a given system will not require much of their effort (Bauerová & Klepek, 2018). In the current context of online grocery shopping; therefore, the consumer takes it that the use of the platform to order groceries is an easy task. Therefore, for this reason, consumers will opt to shop online rather than offline.

Davis further suggests that perceived ease of use has a causal effect on perceived usefulness. The reason for this is that the two systems perform similar functions. Therefore, a client should find a method that is either more useful or easier for them.

In 1989, Davis established new measurement scales for the perceived case of use and perceived usefulness (Bauerová & Klepek, 2018). The two scales got considered as the determinants of the use of computers. His findings were that usefulness was significantly linked as compared to the ease of use. Therefore, the interpretation of this is that the immediate adoption of an application depends on the functions that the application performs for them compared to whether the application is either hard to use or easy to use.

In the past, studies have examined the qualifications of online shopping. The studies have looked at the motivation that causes more individuals to opt for online shopping. Additionally, studies have also shown how the adoption of technology influences online shopping.

Conclusion

The use of the internet in the purchasing of goods and services has increased over the years. Many clients have opted for online shopping of different commodities that they require. One of the main categories that the consumers choose to shop online is grocery shopping. Although there have been increased critics that the online purchase of food products is very challenging, the contrary seems right. One of the leading causes of this is that it is easier to shop using technology. For instance, rather than going to the grocery store and wasting their time, they can buy the groceries while doing other things, thus no time wastage. Another reason is that the use of technology is faster than traditional means. Using the online grocery shopping method, one orders the products delivered at a fast pace. Finally, through online grocery shopping, customers have a variety to choose from. One can change their supplier and find another seller.

References

Bauerová, R., & Klepek, M. (2018). Technology acceptance as a determinant of online grocery shopping adoption. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 66(3), 737-746.