Adoption and Motivation of Online Grocery Shopping Among UK Millennial Consumers

Purpose: This study posits a significant contribution to the literature review in the context of online grocery shopping and technological acceptance among UK millennial consumers. It is one of the few studies to examine the adoption and motivations (key drivers) of online grocery shopping among millennials in the UK. It employed the extension of the technology acceptance model in order to better understand the factors that influence online grocery shopping acceptance. Methodology: Over the course of the study, 205 UK millennial consumers provided responses. An online questionnaire was developed by combining previous existing scales and items from the literature on current technology acceptance models. The research model's hypotheses were tested using Pearson's correlation and multiple regressions in SPSS28. Findings: Online grocery shopping's perceived usefulness is directly related to its perceived ease of use. Furthermore, these two constructs influence Attitude toward Using Online Grocery Shopping, which in turn influences Behavioural Intention and Actual Usage of OGS. Furthermore, perceived ease of use has a greater influence on (ATT) use of online grocery shopping than perceived usefulness. Our discussion section summarises the findings and implications, as well as useful recommendations for decision-makers. Keywords: online grocery shopping, electronic commerce, online shopping, UK online grocery shopping, technology acceptance model, digital marketing, retail commerce, retail marketing, online retail