Factors influencing re-usage intention of online and mobile grocery shopping amongst young adults in South Africa

• Published in: Arab Gulf Journal of Scientific Research Vol. 41; no. 3; pp. 389 - 415
• Main Authors: Ligaraba, Neo, Nyagadza, Brighton, Dӧrfling, Danie, Zulu, Qinisoliyakhulula Mhlengi
• Format: Journal Article
• Language: English
• Published: Leeds Emerald Group Publishing Limited 03.07.2023
• Subjects: Automation; Consumers; Electronic commerce; Food; Grocery stores; Internet; Mobile commerce; Online sales; Payment systems; Retail stores; Shopping; Target markets; Young adults; South Africa; Africa
• ISSN: 1985-9899; 2536-0051
• DOI: 10.1108/AGJSR-06-2022-0088

Purpose This study investigates the factors influencing re-usage intention of online and mobile grocery shopping among young adult consumers in South Africa. Design/methodology/approach Data were collected from selected young adult participants using a stratified probability sampling strategy. Smart PLS was used to analyse the data. Findings The findings of the study indicate that perceived usefulness (PU), peer review (PR) and attitude (ATT) positively influence continuance intention (CI). Research limitations/implications In line with the available literature, there are few prior post-adoption studies that delineate the influence of individual characteristics on digital commerce usage activities. There is high mobile penetration as a result of positive digital commerce and mobile application usage and adoption, creating the need to investigate and better understand the drivers behind, not just adoption and usage, but continued use of digital commerce platforms and applications. Since the sample size is relatively small, further future research studies can test the same model with bigger sample sizes to assess generalisability of the results in different locations. Practical implications This study adds to the current literature by concentrating on the extent to which systems and marketing elements influence young adult customers' intention to continue using online and mobile grocery shopping platforms in South Africa. Originality/value The study adds value from a theoretical standpoint, contributing to the antecedent factors of the technology acceptance model (TAM), theory of reasoned action (TRA) and stimulus-organism-response (S-O-R) model and giving marketing academics insights into what aspects drive re-use of online and mobile grocery shopping and on what should be the focus.