The IUP Journal of Marketing Management
Understanding Mobile Grocery Shopping Continuance Intention: Covid-19 and Beyond

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM51121
Author Name : Ravi Sankar Pasupuleti, S Jeyavelu and Usha Seshadri
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 23



The purpose of this study is to understand the Continuance intention of consumers who have adopted Mobile Shopping for Groceries (MSG) during the Covid-19 pandemic. Specifically, the authors propose an extended Technology Acceptance Model (TAM) by integrating the TAM with perceived threat and the continuance intention model. Gender, age, family type and prior experience were chosen as controlled variables. A total of 266 usable responses from respondents were collected using Google forms. Structural Equation Modeling (SEM) was used to test the research hypotheses. The results indicate that Perceived Usefulness (PU) has a significant direct impact on Continuance Intention (CI) and an indirect effect through attitude (ATT) towards using mobile phones for grocery shopping. This study also found no significant impact of Perceived Threat (PT) on perceived usefulness. Based on the findings, the paper puts forth the limitations, implications for future research.


Covid pandemic is having a long lasting effect on organizations and consumer behavior. This study attempts to validate the Technology Acceptance Model (TAM) for Mobile Shopping for Groceries (MSG) in the context of the Covid pandemic and whether MSG will continue in the post-Covid era.

Mobile Shopping (MS) can be described as "an advanced mobile service that allows customers to browse or purchase products and services from retailers via mobile devices anywhere anytime" (Groß, 2015). Consumers' adoption of MS has been slowly increasing, facilitated by the increase in the use of smartphones, high-quality net connectivity through mobiles (Mishra, 2015) and prevalence of mobile apps (Buellingen and Woerter, 2004). The developments in mobile commerce such as payment gateways (Nambiar et al., 2004), Unified Payments Interface (UPI) an instant real-time payment system (Gochhwal, 2017) and safe online banking through mobiles (Safeena et al., 2011) has increased its adoption.

Consumers are likely to adopt mobile shopping for those products that are low priced, have low product involvement or high product complexity requiring feedback through user reviews (Groß, 2015). Consumers accrue personal, social and emotional value that