E-Grocery Shopping in Germany

Previous research concentrated on e-grocery shopping behavior in other countries like Great Britain, Denmark, Sweden or Finland. The present study aims to predict e-grocery shopping acceptance in Germany by proposing several factors which influence the intention to engage in e-grocery shopping via attitude towards e-grocery shopping. An "E-Grocery Acceptance Model" was developed to empirically test the relationships between the variables. The framework is based on the "Technology Acceptance Model" of Davis as well as on the models of Bodenburg and Hansen and extended by several factors applied to the e-grocery shopping context. Data was collected with an online survey from 480 respondents who already ordered groceries online and who did not order yet. The results indicate that all factors directly either positively or negatively influence attitude towards e-grocery shopping. The relationships of all factors except for "perceived ease of use" with intention were found to be only indirect. The results are discussed and the limitations of the study as well as suggestions for further research are presented.