Factors contributing to consumers' adoption of electronic grocery shopping in Oman

Maha Al Balushi, Aqeela Al Lawati

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

The introduction of electronic grocery (e-grocery) in the Sultanate of Oman requires attention to multiple challenges that affect its success. These challenges include creating a new market, creating new job opportunities and demands, and changing Omani customers' perception and behaviors towards traditional grocery shopping. Although the adoption of the e-grocery requires less consumer effort and time, it needs to be user-friendly and trusted to utilize its full strength. In additions, it is challenged by the extent to which adopting a new behavior necessitates considerable time to be fully effective. In this paper, the authors use a sample of 255 responses to study the determinants of adopting electronic grocery in the context of Oman. The determinants represent consumers' perceptions prior using an e-grocery shopping service which consist of physical efforts, time pressure, shopping enjoyment, perceived relative advantage, perceived compatibility, and perceived complexity. The findings of this study show that consumers perceiving a high percentage of physical effort at in-store shopping and consumers complaining about time pressure while shopping will be motivated to replace their shopping experience with egrocery. This study also shows that consumers who are willing to change their behavior and attitudes will be looking forward to adopt e-grocery. Moreover, this research indicates that shopping enjoyment at physical stores is negatively related to the perceived relative advantage and perceived compatibility factors e-grocery. Despite all difficulties, e-grocery will remain an interesting new challenge to the Omani market. Nevertheless, it needs to be embraced to develop the Omani market.

Original languageEnglish
Title of host publicationCreating Global Competitive Economies
Subtitle of host publicationA 360-Degree Approach - Proceedings of the 17th International Business Information Management Association Conference, IBIMA 2011
PublisherInternational Business Information Management Association, IBIMA
Pages1516-1527
Number of pages12
Volume4
ISBN (Print)9780982148969
Publication statusPublished - 2011
Event17th International Business Information Management Association Conference, IBIMA 2011 - Milan, Italy
Duration: Nov 14 2011Nov 15 2011

Other

Other17th International Business Information Management Association Conference, IBIMA 2011
CountryItaly
CityMilan
Period11/14/1111/15/11

Keywords

  • Adoption
  • Electronic grocery shopping
  • Shopping enjoyment
  • Time pressure

ASJC Scopus subject areas

  • Business and International Management
  • Management Information Systems
  • Management of Technology and Innovation
  • Information Systems and Management

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  • Cite this

    Balushi, M. A., & Lawati, A. A. (2011). Factors contributing to consumers' adoption of electronic grocery shopping in Oman. In Creating Global Competitive Economies: A 360-Degree Approach - Proceedings of the 17th International Business Information Management Association Conference, IBIMA 2011 (Vol. 4, pp. 1516-1527). International Business Information Management Association, IBIMA.