Intention to Adopt E-Grocery Shopping Service in Vietnam During Covid-19 Pandemic

ABSTRACT

The purpose of this study is to determine the factors that influence the intention to adopt e-grocery shopping service of Vietnamese consumers during Covid-19 Pandemic. The sample size includes 235 responses collected from e-grocery shoppers in Vietnam. The research methodology includes Cronbach's Alpha analysis, EFA analysis and multiple regression analysis. Data is analysed in SPSS 20 software. The results have identified four factors that directly affect the intention to adopt e-grocery shopping service which are social influence, perceived ease of use, brand image and perceived usefulness. Social influence is the most significant factor that impacting the intention to adopt e-grocery shopping service among consumers during Covid-19 Pandemic in Vietnam. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.