Title: From farm to table: unveiling the power of e-grocery apps in facilitating fresh agricultural produce to reach consumers

Authors: Dienni Ruhjatini Sholihah; Ajeng Septiana Wulansari

Addresses: Economics and Business Faculty, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia ' Economics and Business Faculty, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia

Abstract: This research study seeks to gain insights into the attitudes and behaviours of Indonesian consumers regarding online grocery shopping. The study examines the influence of factors derived from the technology acceptance model (TAM) on consumers' intentions to purchase groceries through mobile commerce. It also considers perceived trust as an additional factor. Additionally, the study incorporates the concept of price value as a moderating variable. The findings highlight the significant impact of two key factors: perceived usefulness and perceived trust, on consumers' intentions to use e-grocery applications. When consumers perceive e-grocery applications as useful, they are more inclined to consider them for their grocery shopping needs. Perceived trust also plays a vital role in shaping consumers' intentions to purchase through e-grocery applications. By recognising the importance of perceived usefulness and trust, e-grocery providers can improve the user experience and build consumer trust.

Keywords: online grocery shopping; consumer behaviour; perceived usefulness; perceived trust; e-grocery applications; agricultural e-commerce; technology acceptance model; TAM.

DOI: 10.1504/IJEB.2025.147281

International Journal of Electronic Business, 2025 Vol.20 No.3, pp.324 - 341

Received: 08 Jul 2023
Accepted: 16 Jun 2024
Published online: 14 Jul 2025 *

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