effect of flow experience in the adoption of online supermarkets applying the technology acceptance model (TAM)

This study aims to improve the understanding of the consumer behaviour in the use of a disruptive technology such as online supermarkets. By understanding this process, we can gain further insight into consumer behaviour. Based on a sample of 651 online supermarket users, structural equations are us...

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Bibliographic Details
Published in:Questiones Publicitarias 2023-06, Vol.6 (32), p.1-14
Main Authors: Morales, Doris, Alegret Cotas, Alejandro, Esteban-Millat, Irene
Format: Article
Language:eng ; spa
Subjects:
Consumer behavior
Structural equation modeling
Supermarkets
Technology Acceptance Model
Online Access:Get full text
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Summary:This study aims to improve the understanding of the consumer behaviour in the use of a disruptive technology such as online supermarkets. By understanding this process, we can gain further insight into consumer behaviour. Based on a sample of 651 online supermarket users, structural equations are used to empirically analyse the validity of the model. The effect of flow is identified in terms of perceived ease of use, perceived usefulness and current use of online supermarkets. The importance of this factor is demonstrated as a complement to the TAM elements that can be positively related to online advertising.
ISSN:1133-6870
1988-8732
DOI:10.5565/rev/qp.387