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The effect of COVID-19 on consumer adoption of the online purchase channel for grocery shopping

Verweijmeren, R. W. (2020) The effect of COVID-19 on consumer adoption of the online purchase channel for grocery shopping.

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Abstract:In the year 2020 the world was struck by the coronavirus pandemic. The illness spread to all continents, influencing not only businesses, governments and infrastructure, but also the everyday life of the consumer. The population is advised, and sometimes forced by rules, to keep their distance from another in order to avoid the further spreading of the illness. Up until the point of the pandemic, the percentage of consumers adopting online grocery shopping was growing steadily each year. This thesis researches if the coronavirus pandemic either fuels the adoption or discontinuation of online grocery shopping by the consumer. Consumer traits and motivational concepts from the Technology Acceptance Model are used to understand said adoption of online grocery shopping and a comparison is made between the situation before and since the coronavirus pandemic. In this research, self-efficacy is the only consumer trait proven to have a significant influence on the adoption of online grocery shopping. Almost all motivational concepts show no significant influence on the adoption of online grocery shopping, either before or since the coronavirus pandemic. However, the coronavirus pandemic has found to have a positive influence on the percentage of groceries being bought online by consumers.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:83 economics
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/81787
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