Online Grocery Shopping Intention during a Period of Economic Crisis

Abstract

A national economic crisis affects local consumer behavior, such as changes in how consumers shop for groceries. This study was conducted to investigate the intention of consumers in the Colombo district of Sri Lanka to use online grocery shopping (OGS) during a period of economic crisis. A descriptive cross-sectional study with an analytical component was conducted with the aim of benefitting entrepreneurs who are deliberating the adoption of OGS systems in the Colombo district. Perceived convenience, perceived risk, and perceived relative advantages were investigated as independent variables affecting consumer intention to use OGS. Further, the study scrutinized whether household uncertainty shocks experienced during the economic crisis impacted the possible relationship between OGS intention and the above-mentioned variables. Convenience sampling was employed and data was collected using an online selfadministered questionnaire sent to 150 persons. The response rate was 95% (n=143). Findings revealed that consumers in the Colombo district did not have a significant intention to use OGS during a period of economic crisis (p=.79). Perceived convenience (p<.0001), perceived risk (p<.0001), and perceived relative advantages (p<.0001) were found to significantly impact the intention to use OGS. However, household uncertainty shocks (p=.91) did not have a significant impact on the relationship between the intention to use OGS and the independent variables. Social tension and the COVID-19 situation during the study period served as challenges for data collection. Further research with robust methodologies is recommended to illuminate whether the trend in intention to use OGS is likely to change after the economic crisis.