ABSTRACT
Mobile commerce has become an important topic, which has drawn attention in both industry and academia. India is soon to become the second- largest internet users’ base in the world and has largest number of internet users in a free market democratic setup. The advancement of internet in mobile has opened new avenues for the marketers to reach the consumers. Many firms such as Grofers, PepperTap, and Amazon, etc., have launched their grocery shopping mobile applications (apps). The purpose of the study was to examine the role of mobile apps in shopping for grocery products and to evaluate the impact of demographical characteristics on mobile shopping. In-depth review of literature was done to analyze the diffusion of mobile technology in other fields. The objectives of the study were accomplished by using Technology Acceptance Model (TAM) proposed by Davis (1989) 1 to test how consumers perceive the use of mobile apps in shopping of grocery using mobile apps and performing demographical and content analysis. The data were collected from 94 consumers using standard questionnaire through online platform across India and were analyzed using partial least squares structural equation modeling. Firstly, confirmatory factor analysis (CFA) was conducted to test the outer validity of model which was followed 284by testing of hypotheses. The results are in agreement with the previous studies such as use of TAM in online grocery shopping, and understanding of students’ intention to use e-learning. All of the constructs were proposed in TAM and their relationships were found to be significant in the study. Descriptive analysis was done to show that the mobile apps are considered useful for shopping yet is not very well adapted by the consumer in grocery sector.
