Investigating the impact of decision-making structure & characteristics of supermarket goods on the change of consumer purchasing behavior from offline to online with the mediating roles of technology acceptance & consumer innovativeness

Subject Areas : Other

Pejman AhangarDavudi ¹ , Farzad Asayesh ² , Seyed Mahmoud Hashemi ³ , Sedigheh Tootian ⁴

1 - Ph.D. Student, Department of Business Administration, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
2 - Assistant Professor, Department of Business Administration, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
3 - Associate Professor, Department of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran.
4 - Associate Professor, Department of Public Administration, West Tehran Branch, Islamic Azad University, Tehran, Iran.

Received: 2023-04-28 Accepted : 2024-03-13 Published : 2024-08-26

Keywords: Consumer purchasing behavior, Online supermarket, Technology &amp, e-commerce acceptance, Consumer innovativeness.,

Abstract :

The average size of the global online market for supermarket goods is about 9 times larger than Iran. Therefore, with the aim of finding effective factors and providing implementation solutions to the country's online supermarkets, this research has investigated the impact of decision-making structure & characteristics of supermarket goods on the change of consumer purchasing behavior from offline to online with the mediating roles of technology & e-commerce acceptance & consumer innovativeness. The objective of this research is practical, and the method used is descriptive-survey and to test the hypotheses, a researcher-made questionnaire was used. The statistical population consists of all online buyers of supermarket goods, 384 people were randomly selected for the sample by the simple random method using Morgan's table. Construct validity and questionnaire structure were confirmed by confirmatory factor analysis, reliability with Cronbach's alpha coefficient, and composite reliability in SmartPLS and SPSS software. In data analysis, the Kolmogorov-Smirnov test for normality of variables, the Friedman test for prioritizing variables and indicators, and the Structural Equation Modeling (SEM) were utilized to test research hypotheses. The findings indicated that the decision-making structure & characteristics of supermarket goods have a positive and significant impact on the mediating variables of technology & e-commerce acceptance & consumer innovativeness, and ultimately lead to a change in consumer buying behavior from offline to online. As a result, to expand the online market for supermarket products in Iran, major players in this industry such as Digikala, Snapp, and Okala, In addition to understanding consumer decision-making models, particularly when purchasing supermarket goods, they should consider the effective role of technology & e-commerce acceptance & consumer innovativeness in their marketing and advertising strategies to encourage customers to make online shopping.

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