Abstract:
This study investigates the factors affecting the customer adoption of online grocery
shopping in Colombo district, Sri Lanka. Data were collected by using a structured
questionnaire that was distributed online among 200 respondents. This study selected a
quantitative approach and considered as a single cross-sectional design. Five factors
have been identified as determinant factors of the customer adoption of the online
grocery market in Colombo district, Sri Lanka after the unidimensionality test.
According to the analysis, it can be concluded that there is a significant impact
Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Perceived Social
Norms, Perceived Relative Advantages, Perceived Online Grocery risk on customer
adoption of online grocery Among those factors Perceived Ease of Use, Perceived
Enjoyment, Perceived Social Norms, and Perceived Relative Advantages were the most
critical factors and Perceived Usefulness. They Perceived Online Grocery risk was the
less important factors. It can suggest that the marketers who are in to improve the online
grocery industry, especially within the Colombo district to pay the significant attention
to Perceived Ease of Use, Perceived Enjoyment, Perceived Social Norms, and Perceived
Relative Advantages to enhance the customer adoption towards online grocery
shopping.
