Maria Anna Pagnanelli, Annarita Colamatteo, Fabio Cassia and Marcello Sansone
This study aims to extend the Technology Acceptance Model 2 (TAM2) by incorporating hedonic motivation and service quality and exploring their collective impact on users’…
Abstract
Purpose
This study aims to extend the Technology Acceptance Model 2 (TAM2) by incorporating hedonic motivation and service quality and exploring their collective impact on users’ continuance intention in the context of e-grocery. The purpose is to provide a comprehensive understanding of the factors influencing e-grocery technology acceptance.
Design/methodology/approach
The empirical analysis follows a cross-sectional design, using data collected in Italy from January to March 2023. The survey, utilizing the convenience sampling method, focuses on users who have made online grocery purchases in the previous six months. Data analysis employs partial least squares structural equation modelling (PLS-SEM), which enables causal-predictive model assessment.
Findings
The research reveals significant relationships among hedonic motivation, service quality, perceived ease of use, perceived usefulness and continuance intention. Hedonic motivation positively impacts perceived usefulness but not perceived ease of use. Service quality significantly influences both perceived ease of use and perceived usefulness. Additionally, perceived ease of use positively influences perceived usefulness and continuance intention, while perceived usefulness significantly impacts continuance intention.
Research limitations/implications
The cross-sectional design could limit the study’s ability to capture the evolution of users’ continuance intention over time. Cultural influences on users’ perceptions could be explored further to develop context-specific strategies.
Practical implications
The findings emphasize the importance of hedonic motivation, service quality, ease of use and perceived usefulness in shaping users’ intentions to continue using online grocery services. Practitioners are encouraged to focus on enhancing hedonic elements for increased user loyalty and invest in service quality, particularly in customer care and checkout processes, to improve user perception and ease of use.
Originality/value
This study contributes to the existing literature by integrating hedonic motivation and service quality into TAM2, offering a novel perspective on their combined impact on technology acceptance. The inclusion of these factors enhances the model’s applicability in understanding user behaviour in the adoption of technology, specifically in the e-grocery sector.
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Keywords
Marcello Sansone, Fabio Musso, Annarita Colamatteo and Maria Anna Pagnanelli
This research paper aims to understand which factors influence the purchase of private label food products, by measuring the importance of 14 variables for purchasing frequency.
Abstract
Purpose
This research paper aims to understand which factors influence the purchase of private label food products, by measuring the importance of 14 variables for purchasing frequency.
Design/methodology/approach
Data were collected through questionnaires to a sample of consumers. They have been analysed according to the extra tree classifier methodology, which allows providing a more reliable classification – compared to previous studies – of factors affecting consumers' choices of private label products.
Findings
Results show that consumers' choices related to private label food products are influenced by groups of heterogeneous variables related to their perception on products, satisfaction of post-consumption, store's role and trust built over time by retailers.
Research limitations/implications
Data have been collected through an online survey, which could generate the bias of self-selection; the sampling method is non-probabilistic.
Practical implications
The study provides useful indications on the role of private labels in retailer management policies and on marketing competences and skills that are necessary for managing retailers' assortments.
Originality/value
The existing literature lacks clarity on the factors that influence the frequency of purchasing private label food products. By considering a higher number of variables than previous studies, it has been possible to classify and measure the importance of each variable included in the analysis framework adopted, also in case of correlation between variables.
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Keywords
Fabio Musso, Annarita Colamatteo, Laura Bravi, Maria Anna Pagnanelli, Federica Murmura and Marcello Sansone
The aim of this study is to determine how the different age of consumers impacts on some factors that drive consumers to the purchasing of private label products, considering…
Abstract
Purpose
The aim of this study is to determine how the different age of consumers impacts on some factors that drive consumers to the purchasing of private label products, considering differences and similarities of behaviors.
Design/methodology/approach
The research was conducted through the administration of a questionnaire to evaluate consumers' perceptions about private label food products. To collect data, the convenience sampling method has been used. The valid answers collected and analyzed are 358.
Findings
The results of this study highlight that the response of different age groups to the Private Label Brands (PLBs) must be considered in the light of the positioning adopted by the individual retailers. Value for money and satisfaction on previous consumption are relevant for purchasing decisions regardless of the retailer's strategy and the age of consumers. A third factor, price, is important for the whole sample. Focusing on the specific age clusters, the younger respondents seem to be attentive to factors such as healthy and in-store promotion, while the more experienced consumer are attentive to the origin and traceability of products.
Originality/value
An analysis of the main literature on Private Labels showed that the results of research about the role of consumer age in PLB choices are contrasting. This study aims at integrating the literature, measuring how the factors influencing the purchase of PLB products vary for different age groups of consumers.