The potential for Online Supermarkets in Mexico & the main factors that influence a consumer's decision to purchase groceries online

Online retail is booming all around the world and accounts for a considerable portion of the global sales. Almost two decades ago, supermarkets in several countries have begun to establish online platforms, offering their goods over the Internet with very unequal success. Recently, various providers have entered the online grocery sector in Mexico, where online retail is still underdeveloped. In the work at hand, the UTAUT2 model is applied to a survey with customers of the Supermarket chain Superama, which has established a click-and-mortar business model a few years ago, to conduct a research identifying the key aspects of a customer´s decision to purchase groceries online and to evaluate the potential of this market. Consumer perceptions towards hedonic motivation and price value as well as personal attributes such as age or the habit of buying any kind of product online frequently were identified to have significant influence on the behavioral intention to use an Internet platform to purchase aliments. These factors were integrated to linear regression model that is able to explain over 55% of the total variance. The findings of this study provide valuable insights for the business and the scientific sector, as this field has not been investigated much in Mexico and will help further research on the topic elaborate, modify and specify essential aspects