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Factors influencing re-usage Online and

mobile grocery
intention of online and mobile shopping

grocery shopping amongst young

adults in South Africa 389
Neo Ligaraba Received 23 June 2022
Revised 16 August 2022
Department of Marketing, University of the Witwatersrand, 17 October 2022
Johannesburg, South Africa 15 November 2022
Accepted 18 November 2022
Brighton Nyagadza
Department of Marketing,
Marondera University of Agricultural Sciences and Technology,
Marondera, Zimbabwe, and
Danie Dӧrfling and Qinisoliyakhulula Mhlengi Zulu
Department of Marketing, University of the Witwatersrand,
Johannesburg, South Africa

Abstract
Purpose – This study investigates the factors influencing re-usage intention of online and mobile grocery
shopping among young adult consumers in South Africa.
Design/methodology/approach – Data were collected from selected young adult participants using a
stratified probability sampling strategy. Smart PLS was used to analyse the data.
Findings – The findings of the study indicate that perceived usefulness (PU), peer review (PR) and attitude
(ATT) positively influence continuance intention (CI).
Research limitations/implications – In line with the available literature, there are few prior post-adoption
studies that delineate the influence of individual characteristics on digital commerce usage activities. There is
high mobile penetration as a result of positive digital commerce and mobile application usage and adoption,
creating the need to investigate and better understand the drivers behind, not just adoption and usage, but
continued use of digital commerce platforms and applications. Since the sample size is relatively small, further
future research studies can test the same model with bigger sample sizes to assess generalisability of the results
in different locations.

© Neo Ligaraba, Brighton Nyagadza, Danie Dӧrfling and Qinisoliyakhulula Mhlengi Zulu. Published in
Arab Gulf Journal of Scientific Research. Published by Emerald Publishing Limited. This article is
published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce,
distribute, translate and create derivative works of this article (for both commercial and non-commercial
purposes), subject to full attribution to the original publication and authors. The full terms of this licence
may be seen at http://creativecommons.org/licences/by/4.0/legalcode
Ethics approval and consent to participate: Necessary steps for ethical approval and seeking
respondents’ consent to participate have been adhered to before executing the study.
Consent for publication: The authors consent publication of the article with Arab Gulf Journal of
Scientific Research (AGJSR).
Disclaimer: The views and opinions expressed in this article are those of the author and do not
necessarily reflect the official policy or position of any affiliated agency of the authors.
Arab Gulf Journal of Scientific
Authors’ contributions: All authors contributed equally in the development of the article. Research
Funding: This research did not receive any specific grant from funding agencies in the public, Vol. 41 No. 3, 2023
pp. 389-415
commercial or not-for-profit sectors. It was self-funded. Emerald Publishing Limited
Competing interests: The authors declare that the research was conducted in the absence of any e-ISSN: 2536-0051
p-ISSN: 1985-9899
commercial or financial relationships that could be construed as a potential conflict of interest. DOI 10.1108/AGJSR-06-2022-0088
AGJSR Practical implications – This study adds to the current literature by concentrating on the extent to which
systems and marketing elements influence young adult customers’ intention to continue using online and
41,3 mobile grocery shopping platforms in South Africa.
Originality/value – The study adds value from a theoretical standpoint, contributing to the antecedent
factors of the technology acceptance model (TAM), theory of reasoned action (TRA) and stimulus-organism-
response (S-O-R) model and giving marketing academics insights into what aspects drive re-use of online and
mobile grocery shopping and on what should be the focus.
Keywords Digital commerce, e-commerce, Online mobile grocery shopping, Brand attitude,
390 Continuance intention
Paper type Research paper

Introduction and contextualisation

Online grocery shopping has evolved into a vital aspect of the supermarket industry (Zheng,
Men, Yang, & Gong, 2019). Food, drinks and other daily necessities, particularly fast-moving
consumer goods, can all be purchased online (European Commission, 2015; G€ usken, Janssen,
& Hees, 2019). Johnson and Tiko (2019) describe how the retail food industry is undoubtedly
one of the most significant components of most people’s daily life. This is owing to the essence
of the sector, which is to facilitate the availability of vital commodities to the public, such as
general commerce and consumables, daily. Grocery merchants have embraced information
and communications technology (ICTs) which includes e-commerce to facilitate the purchases
and sale of their products and services in order to accommodate the increasing demand
placed on them by consumers and to gain a competitive advantage (Johnson & Tiko, 2019;
Kureshi & Thomas, 2019). Many enterprises in the retail industry have benefited from
e-commerce, including better information sharing, faster time to market and more efficient
supply chains, while customers have benefited from the convenience of purchasing at any
time of day (Vakulenko, Shams, Hellstr€om, & Hjort, 2019; Singh & Rosengren, 2020). Despite
these incentives, many organisations encounter difficulties in implementing and leveraging
e-commerce. Many firms are still unable to adopt and use e-commerce, given the lack of ICT
infrastructure, poor Internet security, a high prevalence of illiteracy and a scarcity of
favourable legal frameworks (Park-Kang, 2014; Yingi, Hlungwani, & Nyagadza, 2022).
According to Ndayizigamiye and MCarthur (2014), some of the factors that drive e-commerce
adoption in Durban, South Africa, are compatibility with technology infrastructure
and value.
The online exchange of products and services is referred to as e-commerce. E-commerce is
facilitated by ICT, such as the Internet (Zafar, IshaqShoukat, & Rizwan, 2014). Within that
paradigm, consumers obtain information in order to make purchases over the Internet
(Pavlou & Fygenson, 2006). E-commerce benefits both customers and businesses by
providing simple access to goods and services, as well as low costs in commercial activities.
E-commerce automation enables customers to make purchases online, businesses to process
online orders and financial transactions to be completed quickly (Kartiwi, Hussin, Suhaimi,
Mohamed, & Amin, 2018). Despite these advantages, South African firms have indeed been
slow to implement the concept (Mlitwa & Raqa, 2012). E-commerce has enabled retailers to
expand their physical footprint while also allowing customers to buy their products online
(Leong, Jaafar, & Ainin, 2018). Furthermore, it has aided the reduction of operational costs
and the enhancement of client retention (Kartiwi et al., 2018). Similarly, e-commerce–
automated capabilities have aided businesses in increasing sales by providing customers
with access to goods and/or services via the retailer’s website (Aryani, Andari, &
Suhindarto, 2021).
In South Africa, online-only shops, often known as pure play retailers, and omni-channel
retailers dominate the food buying landscape (Goja, Paelo, & Nyamwena, 2019). The online
business model is based primarily on online sales, and most shops operate out of warehouses
with no storefronts where customers may examine merchandise. In South Africa, a flood of Online and
new e-grocery companies with an only an online presence and no physical stores appears to mobile grocery
have altered the landscape of e-grocery retailing (Mkansi, de Leeuw, & Amosun, 2019; Machi,
Nemavhidi, Chuchu, Nyagadza, & Venter de Villiers, 2022). Spazapp, GrocerEase, Y-shop,
shopping
Buy Grocery Online, Zulzi, Vuleka, SmartSentials, OneCart, Sisonke Africa, StockUp,
Washesha, WumDrop and Zanel foods are among the 13 online-only or micro-e-grocery
players in the country, offering e-groceries to urban, township and rural markets (Mkansi
et al., 2019). The omni-channel strategy involves brick-and-mortar businesses using their 391
Internet stores as a channel for customers to make purchases outside of their physical
locations. This includes taking online purchases, delivering them, and offering hybrid choices
like “click and collect.” Makro, Woolworths, Checkers and Pick “n” Pay are some of the
grocery merchants in South Africa that have online platforms (Goja et al., 2019). The
availability of different payment choices is a critical element that has a considerable impact
on how successful e-grocery stores are. Credit and debit cards, such as Visa and MasterCard,
manual electronic fund transfers (EFT), instant EFT such as iPay and PayFast, proprietary
payment systems such as PayPal, loyalty points, such as eBucks and Discovery Miles and
counter payments such as sCode and Pay@ are just a few of the payment options available in
South Africa (Goja et al., 2019). It is important to remember for e-grocery businesses operating
in South Africa that 70-75% of payments are made by credit card, 30-35% via rapid EFT and
the remaining payment systems account for less than 1% of total payments (Goja et al., 2019).
Mobile payment options, which are typically app-based, include a variety of methods of
which e-grocery businesses should be aware and have available. QR codes are one type of
mobile payment that apps like SnapScan and Zapper use.
Young adult consumers are identified as the most important target market for e-grocery
purchasing in this survey. This target market can be divided into two groups: “new
technologists,” or Gen Z consumers, who are typically young (Pencarelli, Ali Taha,
Skerhakova, Valentiny, & Fedorko, 2020; Ngi, Ho, Lim, Chong, & Latiff, 2019; Okela, 2019)
and embrace technology (Bento, Martinez, & Martinez, 2018), and “time-starved,” or Gen Y
consumers, who are price averse and would be willing to pay a premium for a service or
product that saves them time (Muposhi & Chuchu, 2022). The South African young
consumers frequently buy online good such as shoes, clothes, computer accessories,
jewellery, watches and sports equipment among others (Duh & Struwig, 2015). This type of
classified group tends to share similar life experiences that make them respond to digital
marketing stimuli during online shopping in a similar manner (Eastman & Liu, 2012;
Muposhi & Chuchu, 2022). According to Duh and Struwig (2015) the young adult consumers
contribute to 50% of retail online sales in South Africa. The young adult consumers are
deemed to be possessing higher levels of green digital technology which prompts them to buy
good via online shopping platforms, as a result of being born and bred in an environment
heightened with environmental consciousness (Lu, Bock, & Joseph, 2013). This explains why
the young adult consumers tend to positively embrace online shopping for goods and
services in South Africa and most parts of the globe (Bernades et al., 2018; Rolling &
Sadachar, 2018).

Research problem
Consumers all over the world are already ordering groceries online for home delivery and are
willing to do so in the future (Nielsen, 2014; Maziriri, Nyagadza, Mapuranga, & Maramura,
2022c). Increase in mobile use and broadband penetration, particularly in developing countries,
have also aided in the growth of online food purchases (Nielsen, 2014; Min, So, & Jeong, 2019;
Mpinganjira, 2016; Nyagadza et al., 2022b). The regions of Asia-Pacific, Africa/Middle East and
Latin America have the most willingness to embrace digital retailing options in the future
AGJSR (Nielsen, 2014). The mobile app market has grown exponentially as a result of the expansion of
41,3 m-commerce, with the Google Play app store having 2.57 million apps to pick from in 2019 and
the Apple App Store having 1.84 million apps to choose from (Kim, Baek, Kim, & Yoo, 2016;
Statista, 2020). The practical knowledge gap discovered is that the current novel study drives a
future research direction in the study area. M-commerce growth and development necessitates
investigation and a better understanding of factors that influence online grocery shopping
website continuance intentions (CIs) among young adult users in South Africa, as well as
392 determination of the extent of these factors’ positive persuasive impact on brand attitude (ATT)
(Lee, 2018; Luqman, Razak, Ismaili, & Alvi, 2016; McKinsey, 2018, 2019) and, as a result, re-usage
intention, as it is a continued use that determines the success of a mobile commerce platform or
application (Koloseni & Mandari, 2017). The nature and scope of online grocery shopping by
young adult consumers was addressed and reasons for its existence were explored in this study.
M-commerce is therefore rapidly increasing the earning capacity of enterprises all over the
world, resulting in the emergence of several mobile applications (Chi & Sun, 2018; Kim et al.,
2016). In connection to this, the evidence gap in the current novel study shows that there are
some provocative exceptions which arose from it as the conclusions seemed to contradict the
widely available conclusions related to online grocery shopping website CIs among young adult
users in South Africa. Evidence gap in the current novel study shows that there are some
provocative exceptions which arose from it as the conclusions seemed to contradict with the
widely available conclusions related to online shopping by young adult consumers. Further to
this, knowledge gap that was unearthed and closed by the current study include that the
available and analysed theories and literature are all different from the current discoveries of the
current study and expectations from the wider exhausted research topics. Practical knowledge
gap discovered is that the current novel study drives a new future research direction in the study
area. The nature and scope of online shopping by young adult consumers was addressed and
reasons for its existence were explored. Methodology gap addressed by this study is that prior
research works have applied different methodological applications which are quite distinctive
from the currently applied methodology. This paves room for a new strand of thinking, which
diverges from the conventional approaches. Empirical gaps identified in the current novel study
depicted that there is no research study that has directly made an attempt to make an
assessment on online shopping by young adult consumers within an African context specifically
in South Africa. Theoretical gaps that were explored showed that the theoretical framework
(which included analysis and evaluation of the technology acceptance model (TAM), theory of
reasoned action (TRA), stimulus-organism-response (S-O-R) model applied in the current study
was fit and proved to be more superior in terms of its relevancy, practicality and reality as
compared to other past research enquiries that have used different theories from information
systems or information technology. Population gap unearthed in the current study depicts that
the topic studied is still emerging and under researched, with certain population based on region,
gender, race, ethnicity, age and etic being central in this issue.
The study was guided by the following question: to what extent do systems and
marketing elements influence young adult customers’ intention to continue using online/
mobile grocery shopping platforms in South Africa? The primary goal of this research is to
investigate the impact of system and marketing elements on the intention to continue
shopping for groceries online and on mobile among South African young adults, as well as
gauging the impact of ATT on re-usage intention.

Theory
Technology acceptance model
The TAM is considered important in measuring the efficiency of online grocery shopping as an
evolving technology in this study; it is also claimed to be the most influential and widely used to
predict the acceptance and use of various technologies due to its theoretical foundation and Online and
empirical support (Chien, Kurnia, & von Westarp, 2003; Pearson, 1894; Pelet & Papadopoulou, mobile grocery
2015). Davis proposed the first TAM for information systems in 1986, which looked at the
influence of system attributes on computer information system adoption. However, throughout
shopping
time, the paradigm has expanded and been adapted to a variety of fields of knowledge, including
wireless devices and the Internet, smartphone usage, Internet banking, online shopping and
healthcare (Bauerova & Klepek, 2017; Nyagadza et al., 2022a). The significance of online grocery
shopping in terms of the technological acceptance model is owing to the belief that it has been 393
steadily increasing since 2003, with year-over-year sales of online retail food shopping
increasing by 2% in June 2017 (Bauerova & Klepek, 2017; Lama, 2020). Another factor is that
online grocery shopping is becoming more popular in both developed and emerging economies.

Theory of reasoned action

The theory of reasoned action known as ToRA or TRA is a hypothesis that attempts to
explain how behaviour and ATT interact in human action. It is primarily used to predict how
people will behave, based on previous ATTs and intentions. A person’s willingness to engage
in a particular behaviour is dependent on the expected outcomes of that behaviour (Ajzen &
Albarracı n, 2007; Kushwaha & Agrawal, 2016; Lagorio & Pinto, 2020). According to TRA,
the desire to engage in a particular behaviour is the most important factor in determining
whether or not someone does so (Ajzen & Albarracı n, 2007). According to the concept, the
intention to participate in a specific behaviour comes first. This is known as behavioural
intention, and it originates from a perception that engaging in the behaviour will achieve a
particular result. Because these intentions are influenced by ATTs towards behaviours and
subjective norms, the concept emphasises behavioural intention (Fishbein & Ajzen, 1975).
The goal of behaviour is an important factor to consider before deciding on a certain conduct.
As a result, this model is essential for the study.

Stimulus-organism-response model
The SOR model, proposed by Mehrabian and Russell (1974), argues that stimuli (S) in various
forms may induce fluctuations in an individual’s personality or organismic (O) state, which
could also lead to a behavioural response (R). This paradigm has been widely utilised in
consumer behaviour research, and therefore it is applicable for this study. A variety of
factors, including website or application features, product range, time pressure and the
availability of exciting promotional and discount offers, are important stimuli in a conducive
shopping environment that can impact the psychological processes that lead to purchases on
online grocery shopping websites and mobile apps (Sreeram, Kesharwani, & Desai, 2017;
ICASA, 2019). Situational factors pertaining to online grocery shopping which drive or
facilitate adoption are handled as environmental stimuli. These stimuli include the aesthetic
of websites and applications, physical exertion, amusement and economic values. Using and
reusing intention is determined in reaction to these inputs and organismic changes, whereas
ATT is described as the “organism’s cognitive and affective states” (Sreeram et al., 2017;
Khajehzadeh, Oppewal, & Tojib, 2015). As a result, in the case of online grocery shopping, the
product page that displays the product serves as the stimulus (S) that affects the cognitive
and emotional condition (O), which impacts the shopping outcome (R), namely, the intention
to buy and revisit the webpage in the future (Kolesova & Singh, 2019; Yan et al., 2016).

Literature review
This segment is a systematic literature review that looks at and discusses the consumer base
and theories surrounding the online retail grocery sector in the context of this research.
AGJSR By investigating system characteristics that contribute to the TAM as well as marketing
41,3 aspects that influence ATT and so contribute to the TRA, the study makes a substantial
contribution to the academic literature. The S-O-Rmodel is used to examine the importance of
the process behind a consumer’s reception of relevant marketing activities. This study also
contributes to marketing practice by supporting e-commerce and m-commerce practitioners
in identifying the elements that influence consumer ATTs and, as a result, their on-going
usage of online and mobile grocery shopping retailers among South African young adult
394 consumers.

Young consumers
Young adults are identified as the most important target market for e-grocery purchasing
in this survey (Given, 2008; Glantz & Slinker, 1990). This target market can be divided into
two groups: “new technologists” or Gen Z consumers, who are typically young and
embrace technology, and “time-starved” or Gen Y consumers, who are price averse and
would be willing to pay a premium for a service or product that saves them time (Muposhi
& Chuchu, 2022; Erasmus, Venter De Villiers, & Phiri, 2019). This research also
recognises that each category needs its own marketing goal (Rishi & Pradeep, 2018).
Young people are considered utilitarian customers since they have unmet functional
requirements that can be met by a service’s functional advantages (Jara, Vyt, Mevel,
Morvan, & Morvan, 2018; Dogtiev, 2015). Functional benefits are the more intrinsic
advantages of service consumption, which correlates to the intangible qualities,
according to Keller (1993). These benefits are linked to basic functional requirements,
and if they are not provided, they may erode customers’ value in the event of discontent
(Keller, 1993). As a result, satisfying these functional needs is critical to the success of
online retail buying since it encourages young consumers to shop online (Jara et al., 2018;
Forselund, 2007). Even if a website or mobile application (app) is thought to be beneficial
and simple to use, its value will be missed if it does not match the functional needs of the
youthful customer (Jara et al., 2018).

Youth in Africa
The growing purchasing power of young consumers in Africa, notably in South Africa,
has piqued marketers’ interest in the young consumer market segment for online
grocery shopping (Jara et al., 2018). Pricing of items, convenience of service in terms of
proximity to the consumer’s preferred location, scale and quality of products on offer and
consumer service quality are all important criteria for young African consumers’
repurchase/reuse intentions. As a result, these are regarded as critical functional
elements in their decision to buy groceries online (Muposhi & Chuchu, 2022; Erasmus,
Venter De Villiers, & Phiri, 2019). In order to provide satisfying service and market to
young customers, a thorough understanding of their profile is required, which is
discussed in the breakdown of young consumers (Generation Y and Z).

Generation Y (Gen Y)
As previously said, Gen Y, also known as millennials, are those who are born between 1980
and 1994, and because they buy and spend the most, they are the most important, developing
target demographic (Punakivi & Saranen, 2001; Rodriguez & Trainor, 2016). They are a
generation defined by digital platforms, such as social media and mobile applications, with
social networking as their primary communication method, according to Jaska and
Werenowska (2016). High mobility, access to education, and regular contact with new
technology are all variables that influence their behaviour.
Characteristics of Gen Y Online and
Individuals in Generation Y have grown up in a consumer-driven modern world and have mobile grocery
more money at their disposal than any other generation in history, making them perhaps the
greatest group of consumers in any economy (Mafini, Dhurup, & Mandhlazi, 2014). The
shopping
Millennium Generation, also known as the Echo Boomers, Why Generation, Net Generation,
Gen Wired, We Generation, DotNet, Ne(x)t Generation, Nexters, First Globals, iPod
Generation and iYGeneration, is a group of people born between 1980 and 1994 (Mafini
et al., 2014; Trade Intelligence, 2020; Wire, 2020). Although they fall into the young consumer 395
sector, consumers between the ages of 26 and 40 are considered mature consumers, and as
such are the primary focus due to their presumed established educational level and
accompanying solid income levels.

Why Gen Y should be studied?

The online grocery buying approach is popular among Gen Y customers. Furthermore, these
customers’ expectations are oriented towards relational and experience elements, resulting in
a long-term value based on marketing communication campaigns and proper value
proposition selling (Jara et al., 2018). Overall, Gen Y customers are often classified as a tech-
savvy generation, and despite their willingness to spend freely, they are difficult to reach
through advertising (Sullivan and Heitmeyer, 2008). These shoppers spent an average of $30
per trip to the mall and accounted for $300 billion to $400 billion in household purchasing
power parity 20 years ago (Forbes, 2016). Older Gen Y consumers have even more purchasing
power, as US adolescents spent $94 billion of their hard-earned money in 1999, and grocery
expenditures accounted for $20 billion of the total (Forbes, 2016; Statistics South Africa,
2019). According to Forbes (2016), Gen Y has produced significant purchasing opportunities,
with millennials spending $1.3 trillion annually in the United States. When the consumption
of young Europeans is added to these figures, the total comes to $2.45 trillion, which explains
why the world’s biggest brands are vying for this market share (Werenowska, 2020). South
Africa continues to see a surge in young consumer buying power; Gen Y individuals make up
64% of the new South African middle class (Duh & Struwig, 2015). When it comes to the
impact of age on purchasing habits, younger Generation Y customers are more likely to be
perplexed by the abundance of options than those who are older (Mafini et al., 2014).

Generation Z (Gen Z)
Generational researcher, Tapscott, conducted research in which he defined Gen Z as
“Generation Next” and described it as the most unique generation because no previous
generation had been more comfortable, knowledgeable and educated with technology and
innovation than this one (Rue, 2018; Shukla & Sharma, 2018). People born between 1995 and
2002 (ages 18–24) are included in the Reeves and Oh (2007) and Kitchen and Proctor (2015)
classifications, which is the primary categorisation used in this study.

Characteristics of Generation Z
This generational cohort are seen as new conservatives who embrace traditional views, value
family, seem to be self-controlling as well as responsible and also have assimilated high-
technology and multiple sources of information, with messages bombarding them from all
sides, with reference to the attributes of this cohort (their lifestyle and ATT) (William & Page,
2011; Kabonga, Zvokuomba, & Nyagadza, 2021). Gen Z is widely regarded as the history’s
most well-planned, cosseted, and materially fortunate generation (McCrindle & Wolfinger,
2010). Today’s youth are part of a generation that grew up with the Internet and is familiar
with its visual environment. It means they deal with short, current and real-time information
AGJSR with images. This generation has been moulded by the Internet and technology to multitask,
41,3 requiring them to shift swiftly from one task to the next (McCrindle & Wolfinger, 2010;
Nyagadza, Pashapa, Chare, Mazuruse, & Hove, 2022c). In South Africa, Gen Z is defined by
characteristics such as being very confident, enthusiastic about the future, having a desire for
success and expressing success through brands and technical services such as online grocery
shopping (Duh and Struwig, 2015).
396
Why Generation Z should be studied
Gen Z customers are expected to be the generation with the most economic power. The study
of Gen Z has thus been supported by data from a report by Sparks and Honey (2018), which
claimed that by 2021, Gen Z would account for 40% of the population and have $44 billion in
purchasing power. They account for 18% of young customers in South Africa and have R7
billion in spending power (Duh & Struwig, 2015; Stern, 2020).
As with any generation, the environment and surrounding elements formed and influenced
Gen Z’s behavioural characteristics development (Salleh, Bahari, & Zakaria, 2017; Annie, 2019).
When it comes to Gen Z, the most important thing to consider is their use of technology, and the
influence of this, whether harmful or beneficial, should not be neglected (Turner, 2015;
Nyagadza, Kadembo, & Makasi, 2020). Members of Generation Z grew up in a highly
sophisticated medial technology environment, resulting in a nation that is more Internet
knowledgeable than any preceding generation (Salleh et al., 2017). Prensky (2001, p. 1) claims
that Gen Z users are digital natives because they have never known life without the Internet.
“Technology is like breathing” for Gen Z, thus they cannot envision life without it (Oblinger &
Oblinger, 2005). Generation Z will be the most empowered generation since it is the most digitally
savvy (McCrindle & Wolfinger, 2010). Generation Z is the first to be directly exposed to digital
technologies, social networking sites and an abundance of information on the Internet (Turner,
2015; Prensky, 2001). As a result, Gen Z is the first generation to have grown up in an era of
advanced information technology, prompting them to scrutinise users of social networking sites
who are continuously exchanging information and conversing online (Kitchen & Proctor, 2015).

Online retail grocery shopping

Online grocery retailing has become an integral part of the grocery business (Zheng et al.,
2019; Singh & Rosengren, 2020; G€ usken et al., 2019; Kureshi & Thomas, 2019). Food, drinks
and other necessities, particularly fast-moving consumer goods, can all be purchased online
(European Commission, 2015). As previously stated, one of the most significant components
of most people’s daily lives is the retail food sector. Johnson and Tiko (2019) research study
shows that this is simply the nature of the sector, which is to facilitate the regular availability
of essential commodities to the regular populace, including general commerce and
consumables. They go on to state that in an effort to match growing demands for grocery
stores and to achieve a competitive edge (Singh & Rosengren, 2020; G€ usken et al., 2019;
Chikazhe, Jecha, Nyagadza, Bhebhe, & Manyeruke, 2022b), merchants have shifted to ICTs
including e-commerce to achieve a more convenient purchase and sale of goods and services
(Johnson & Tiko, 2019; Kureshi & Thomas, 2019). Many companies in the retail sector have
benefited from e-commerce in terms of data sharing, responsiveness to customers and supply
chain efficiency, while customers have benefited from the convenience of shopping online at
any moment of the day (Vakulenko et al., 2019).

M-commerce
M-commerce, or mobile commerce, is a type of electronic commerce that combines the
Internet with wireless communication technology (Vakulenko et al., 2019; GSMA, 2020).
M-commerce can thus actively support online grocery shopping services (from placing orders Online and
to delivering products, as well as making the corresponding decisions) in the context of this mobile grocery
study, thereby improving consumers’ online grocery shopping experiences (Vakulenko et al.,
2019; Carter & Yeo, 2016). The idea of mobile m-commerce has been appealing as an
shopping
innovative and more efficient type of commerce since the fast proliferation of smartphones
and self-service technologies (Chikazhe, Bhebhe, Nyagadza, Munyanyi, & Singizi, 2022a;
Akbar & Tracogna, 2018). Time and spatial transformation are two key properties of mobile
commerce and mobile grocery buying that set them apart from other e-commerce activities. 397
Prior research studies (for example Vakulenko et al., 2019; Tiwari & Buse, 2007) shows that
this is highly beneficial because both of these resources are limited and frequently in short
supply. Portability, reachability, accessibility (ACC), localisation and identity are some of the
features that distinguish m-commerce. As a result of these qualities, many mobile application
services for m-commerce have been developed and launched around the world, including in
South Africa.

Hypothesis and conceptual framework development

Perceived ease of use (PEOU) and attitude (ATT)
The TAM has been empirically proven in information systems literature (Davids, 1989), and
this study claims that it can be used as an antecedent in an online grocery shopping
environment because there is a positive association between PEOU and ATT. Several studies
(such as Al-Gahtani, 2016; Chuchu & Ndoro, 2019; Zhou et al., 2019; Maziriri, Gapa, & Chuchu,
2020) have used various usage measure scales and obtained results that are compatible with
TAM; that is, TAM’s two beliefs (PEOU and perceived usefulness (PU)) have a strong
relationship with ATT (Davids, 1989), justifying the variable’s inclusion in this study. As
these multiple investigations have demonstrated empirically, this research asks:
H1. There is a positive relationship between PEOU and ATT on online and mobile
grocery shopping options amongst young adults.

Perceived usefulness (PU) and attitude (ATT)

The study posits that perceived utility of online retail food shopping is linked to the perceived
advantage the users receive from the service, such as optimising time savings, reducing
transaction costs and making grocery shopping more convenient in general, according to this
study (Chin & Goh, 2017). Based on research by Chin and Goh (2017) online grocery shopping
is also beneficial in that it has improved the effectiveness and efficiency of the entire online
purchasing process by allowing customers to compare prices from various retailers, search
product information, place orders, make payments, track shipments and evaluate customer
service. As a result, several empirical investigations (Choi, 2013) have confirmed the
importance of PU beliefs in determining ATTs and intentions (Chin & Goh, 2017; Chiu, Lin, &
Tang, 2005). The overall evaluation that indicates or predicts a user’s chance of adopting and,
more importantly, the expected continuing usage of a given technology, in this case, online
grocery shopping, is the ATT towards using that technology (Lin, Shih, & Sher, 2007).
Therefore, the following hypothesis is proposed in this study.
H2. There is a positive relationship between PU and ATT on online and mobile grocery
shopping options amongst young adults.

Social influence (SI) and attitude (ATT)

There are two types of SI: normative SI or subjective norms, and informational SI (Lee and
Wong, 2016; Lee and Ma, 2012). Subjective norms refer to the perceived social pressure on
AGJSR individuals to perform or not perform a type of behaviour, regardless of their individual
41,3 beliefs and ATTs towards the behaviour. For example, some people may believe that not
adopting a specific technology, such as online grocery shopping, will make them appear “old
fashioned” to others (Boon, Eckardt, Lepak, & Boselie, 2018; Nyagadza et al., 2022b). People
are under pressure to use technology, whether they want it or not. Information social group
influence, on the other hand, is a learning process in which people watch their social groups’
successful experiences with an innovation before determining whether or not to adopt it (Lee
398 and Wong, 2016). Consumers, in particular, are hesitant to accept a new technology unless
they hear about their social peers’ positive experiences with it (Boon et al., 2018). Furthermore,
the study by Lee and Wong (2016) shows that information from external sources such as
social media or online discussion forums can boost consumers’ confidence in their beliefs or
ATTs towards a particular object, with the more confidence a person has in his or her belief,
the more likely that belief will influence ATT formation. As a result, the following hypothesis
is proposed in this study.
H3. There is a positive relationship between SI and ATT on online and mobile grocery
shopping amongst young adults.

Accessibility (ACC) and attitude (ATT)

It has been shown that easy access to brick-and-mortar stores reduces the frequency of online
purchases; perhaps, then, online shopping loses some of its appeal if physically visiting brick-
and-mortar stores does not require much effort and products can be experienced directly with
one’s senses relatively easily (Farag, Schwanen, Dijst, & Faber, 2007; Chikazhe et al., 2022b).
In reference to prior research by Boon et al. (2018) online grocery shopping’s relative
advantage, compatibility, trial-ability and observe-ability are thought to be positively related
to attitudinal beliefs as well as its positive rate of adoption and subsequent continued usage
(Farag et al., 2007), whereas complexity is thought to be negatively related to its rate of
adoption and subsequent continued usage (Chuchu & Ndoro, 2019). As a result, the following
hypothesis is proposed in this study.
H4. There is a positive relationship between ACC and ATT on online-mobile grocery
shopping amongst young adults.

Convenience (C) and attitude (ATT)

In the prior research study by Jiang, Yang and Jun (2013), it is shown that the most compelling
reason for customers to shop on the Internet is convenience. In the context of business-to-
consumer e-commerce, the aforementioned research empirically evaluated the construct of
online buying convenience. Concentration in prior research was on the processes by which
online shoppers should carry out the actions required to purchase products or services online
(Chikazhe et al., 2022b), and establishment of a rigorous assessment instrument for online
shopping convenience that links convenience to ATT (Jiang et al., 2013). As a result of the
above empirical evidence, we propose the following hypothesis:
H5. Perceived online shopping convenience has a positive effect on ATT on online and
mobile grocery shopping amongst young adults.

Information quality (IQ) and attitude (ATT)

Consumers view online information sources differently, according to empirical results (Singh
& Rosengren, 2020). Respondents assess sole criteria of IQ, such as correctness and
relevancy, when reading product descriptions on an apparel retailer’s website. These
variables were discovered to be positively associated with ATTs towards using retailer
sources, which influences purchase intention (G€
usken et al., 2019). As a result, because earlier Online and
research has proven a link, this study claims that: mobile grocery
H6. There is a positive relationship between IQ and ATT on online and mobile grocery shopping
shopping amongst young adults.

Peer review (PR) and attitude (ATT)

Consumers filter product selections to lessen the strain of the purchasing activity by most 399
likely adopting several heuristics to facilitate product evaluation. Consumers may simply
rely on summary statistics of consumer reviews such as the average, highest or lowest
product rating (Singh & Rosengren, 2020; G€ usken et al., 2019), or even the total number of
ratings to influence ATT and thus determine whether or not a purchase will follow, or other
diagnostic cues such as a strong negative review to include or exclude products in or from
consumer consideration without systematically analysing the data (Nyagadza et al., 2022a).
In addition to this Davis (1989) unearthed that consumers are more likely to systematically
digest PRs and hence impact ATT and re-usage intention when they already have buying
intentions, according to a prior study. This is particularly appropriate for online grocery
shopping because the purchasing purpose for that category of products is functional and so,
to a degree, assured (Nyagadza et al., 2022a). As a result, the following hypothesis is proposed
in this study:
H7. There is a positive relationship between PR and ATT on online and mobile grocery
shopping amongst young adults.

Attitude (ATT) and continuance intention (CI)

The degree of a person’s positive or negative feelings about completing target behaviour is how
ATT is described (Davis, 1989, p. 984). Users’ ATT towards technology use, according to TAM,
determine their behaviour (Nyagadza, 2021). According to Duh and Struwig (2015) the young
adult consumers contribute to almost half of retail online sales percentage in South Africa, and
this depicts continued ATT towards purchasing products online. Much research has found a
link between ATT and the intention to continue using technology (G€ usken et al., 2019). As a
result, ATT is predicted to be a key variable in predicting individuals’ intentions to use online
grocery shopping. As a result, we provide the following hypothesis (see Figure 1):
H8. ATT has a positive effect on users’ CI to use online grocery shopping platforms on
online and mobile grocery shopping amongst young adults.

Methodology
Sampling design
The sample design for this study refers to the methodology and all aspects to be followed in
selecting a sample from the population in general, and target population in particular. This
allows the study to define assessments to be used to infer the population parameters which
must be taken into consideration to create an accurate sample population; which can
influence the reliability of the results obtained and therefore must be considered carefully
(Jiang et al., 2013). The sample design in this study comprises the population of interest, the
sample selection method as well as the sample size.

Population of interest
For this study, the geographical area is South Africa, looking specifically at areas that have
the relevant online retail grocery shopping infrastructure. The population targeted for this
AGJSR
41,3

400

Figure 1.
Conceptual model
study is young consumers (Generation Y and Generation Z) in South Africa, both male and Online and
female, between the ages of 18–35 years old (Duh & Struwig, 2015). mobile grocery
shopping
Sample selection
There are two categories into which sampling techniques can be grouped; these are
probability and non-probability sampling. In a non-probability sampling method, the
population elements do not have a known probability of being selected, and in probability 401
sampling all members of the population have a chance of being chosen (Wiid & Diggines,
2015). For this study, probability sampling method was the most relevant, specifically,
stratified sampling. A stratified probability sampling method was applied due to its accuracy
and easy-to-use merits, over other methods. The current study made use of social media
platforms (WhatsApp, Instagram, Twitter, Facebook as well as LinkedIn) to reach young
consumers in South Africa in order to gather responses from participants as conveniently as
possible.

Sample size
In attempting to draw a sample, this study identified the most appropriate balance between
expenses and sufficiency of the sample size (Hair, Black, Babin, & Anderson, 2019). The
sample size was determined using a statistical method, in particular Smart Partial Least
Squares (PLS), which also does not require a large sample (Wiid & Diggines, 2015). Although
the population of interest for this study is a significantly large one, the methodology and tools
that have been employed in this study warrant a sample size of 100 as being sufficient; and
furthermore, it is at the same time large enough to correctly represent the chosen population
of interest. The justification for such sample size of 100 was as a result of accuracy based on
the desired width of confidence interval with respect to the research study’s inference goal
and the assumption about the population standard deviation of the measure. It could not
exceed 100 due to budget constraints as well as space and time constraints due to the
COVID-19 pandemic.

Data collection methods

In quantitative research, data are collected through experiments or clinical trials, observing
and recording well-defined events, obtaining relevant data from the management of
information systems, administering surveys with closed ended questions, for example, face-
to-face or telephone interviews and Internet or computer administered questionnaires. This
study collected data through WhatsApp, Instagram, Twitter, Facebook, as well as LinkedIn,
by distributing a questionnaire. The researchers involved in this study, sent out survey links
to potential participants by way of attaching the survey link to messages that were forwarded
to all the people with whom the researchers were already in contact on the platforms
mentioned above. Participants were thus able to choose whether or not to participate as the
survey had the permission letter as the first step participants go through before participating.

Measurement instrument
This study utilised the online survey or questionnaire method to collect data about the
respondents in a systematic manner (Chiu et al., 2005). Respondents were asked to indicate the
extent to which they disagree or agree with each of the questions or statements in the survey
by way of a psychometric response scale used in surveys or questionnaires to attain a
respondent’s degree of alignment, or lack thereof, with a statement (Hair et al., 2019). This
study utilised a five-point Likert scale and the Likert items were simply worded statements
where the respondents could indicate their degree of disagreement or agreement and the
AGJSR anchors used are such that (1) 5 Strongly disagree; (2) 5 Disagree; (3) 5 Neutral; (4) Agree;
41,3 (5) 5 Strongly agree. Measurement instrument elements were from the relevant literature
sources in line with the current study. PEOU and PU were from Min, Kam Fu So and Jeong
(2018) and Chalomba, Duh, and Gujral (2019), PRs from Nyagadza et al. (2022a) and Plante
et al. (2018), SI was from Chalomba et al. (2019), IQ was sourced from Roy and Moorthi (2017)
and Wang and Lin (2017), ACC and convenience (C) were from Jiang et al. (2013), ATT was
sourced from Min et al. (2018), and CI was sourced from Chalomba et al. (2019).
402
Data analysis and results
Sample profile
This section relays a summary of the demographic profile of the respondents to this study.
The respondents revealed whether or not they had ever used online grocery shopping
platforms to buy their groceries, their gender, age, how financially well-off they or their
families are, their highest level of education completed, which digital grocery shopping
platform they prefer as well as which e-grocery retailer they frequently make use of.
The response rate was thus 10%, which can be regarded as a good rate given that online
survey response rates are generally less than 10% (Swayne, 2020). The study only considered
the first 100 hundred (targeted) responses of which 40% (40 people) revealed that they had
never used online retail grocery shopping to buy their groceries. Only the remaining 60% (60
people) that had used online retail grocery shopping were thus considered for further
analysis. Of these 60 respondents, there was a majority of 36 females (60%) and a minority of
24 males (40%). Which is interesting considering that men are reported to make more online
purchases, as well as generally spend more money online than women are reported to.
The above Table 1 reveals that the majority of the respondents were Generation Z young
consumers between the ages of 18 and 25 years old, making up 43.3% (26 people) of the total

Sample characteristic Frequency (n) Percentage (%)

Gender Male 24 24.0

Female 36 36.0
Total 60 60.0
Age 18–25 years old 26 43.3
26–35 years old 21 35.0
36 years old and below 13 21.7
Total 60 100.0
Education Matric 11 18.3
Diploma/Certificate 4 6.7
Undergraduate degree 24 40.0
Postgraduate degree (Honours, Masters, Doctorate) 20 33.3
Other 1 1.7
Total 60 100.0
Occupation status Student 21 35.0
Employed 30 50.0
Self employed 8 13.3
Other 1 1.7
Total 60 100.0
Income level Very well-off 5 8.3
Somewhat well-off 37 61.7
Table 1.
Descriptive statistics Not so well-off 16 26.7
of online grocery Not so well-off at all 2 3.3
shopping in South Total 60 100.0
Africa Source(s): Field data (2021)
respondents considered for further analysis. The second largest group of respondents were Online and
Generation Y young consumers between the ages of 26 and 35 years old, making up 35% mobile grocery
(21 people) of the total respondents considered for further analysis. The smallest group of
respondents were older Generation Y consumers as well as Generation X consumers who are
shopping
older than 36 years old and made up 21.7% (13 people) of the total respondents considered for
further analysis.
403
Measurement model
This section discusses all the constructs that make up the conceptual model of this study, in
particular PU, PEOU, accessibility, convenience, PRs, SI, IQ, ATT as well as CI (Hubner,
Kuhn, & Wollenburg, 2016). The listed constructs have been tested for reliability and validity,
the results of which are relayed in the tables below. The indicators from these constructs are
then discussed with regard to the model’s convergent validity as well as the discriminant
validity (see Tables 2 and 3).
As opposed to convergent validity, discriminant validity tests whether concepts or
measurements that are not supposed to be related are actually unrelated (Hamid, Sami, &
Sidek, 2017). To establish discriminant validity, the researcher has to show that measures
that should not be related are in reality not related. When correlations between measures
reflect different constructs and cross-construct correlations are very low (i.e. near zero) they
represent a discriminant validity and constructs are thus unrelated with the construct (Hamid
et al., 2017; Hair, Hult, Ringle, & Sarstedt, 2017, Hair et al., 2019) (see Table 4).

Convergent validity
Average variance extracted (AVE) is a measure of the amount of variance that is captured by
a construct in relation to the amount of variance due to measurement error. PEOU, PRs, ATT

Model fit indicators Measurement model Recommended thresholds Recommended authors

2
X /df 1.872 <3.00 Hair et al. (2014)
CFI 0.943 <0.900 Hair et al. (2014)
IFI 0.937 <0.900 Hair et al. (2014)
RMSEA 0.027 <0.08 Hair et al. (2014) Table 2.
SRMR 0.121 <0.08 Hair et al. (2014) Results for the
Source(s): Field data (2021) measurement model

PU PEOU ACC C SI PR IQ ATT CI

PU 1
PEOU 0.655** 1
ACC 0.557** 0.432** 1
C 0.587** 0.570** 0.575** 1
* **
SI 0.283 0.341 0.488** 0.313* 1
* ** **
PR 0.313 0.413 0.370 0.365** 0.406** 1
** ** ** **
IQ 0.519 0.539 0.545 0.595 0.605** 0.655** 1
ATT 0.593** 0.496** 0.298* 0.420** 0.199 0.545** 0.535** 1
CI 0.604** 0.497** 0.527** 0.605** 0.376** 0.432** 0.586** 0.606** 1 Table 3.
Note(s): ** Correlation is significant at the 0.01 level (2-tailed) Results of the
* Correlation is significant at the 0.05 level (2-tailed) discriminant validity
Source(s): Field data (2021) analysis
AGJSR as well as CI all have AVE values that are close to 1 and as such, can be regarded as constructs
41,3 that are convergent and related to a specific construct, namely CI of online retail grocery
shopping. The remaining five constructs have AVE values that are between 1 and 1 and as
such, can be regarded as constructs that may not be convergent and also not related to the CI
of online retail grocery shopping among young consumers.

404 Discriminant validity

Discriminant validity is a requirement in an instrument development that involves latent
construct (Hair et al., 2019). Discriminant validity as divergent validity meaning that two
concepts should show significant differences conceptually (Field, Miles, & Field, 2012). It aims
to prove that one construct is highly different from the other one (Hamid et al., 2017).
Discriminant validity can be assessed through cross loadings, heterotrait-monotrait (HTMT)
and Fornell–Larcker criterion. However, in this research we used the Fornell–Larcker
criterion. AVE was matched with squared inter-construct correlations in an attempt to
measure discriminant validity. It is a measure that compares the square root of each
construct’s AVE with its correlations with all other constructs in the model (Maziriri,
Nyagadza & Chuchu, 2022a, b; Ndofirepi et al., 2022). The diagonal values are the square root
of AVE, while other values are the correlations between respective latent construct its row
and column. The square roots of AVE of the constructs were greater than the inter-construct
correlation and fulfilled the criteria of discriminant validity.

Cronbach’s alpha coefficient (α)

This study recognises the Cronbach’s alpha (α) as the coefficient regulating the internal
consistency of a scale or the average correlation of items in the same construct to gauge its
reliability (Bhattacherjee, 2012). This study deems a moderately acceptable reliability
validation to be achieved with a coefficient value between 0.7 and 0.8. A value higher than 0.8
is considered good, whereas a value below 0.6 is considered unacceptable in this study. The
study also recognises, however, that the coefficient may also be accepted when it falls
between 0.5 and 0.6. The study has achieved a moderately acceptable reliability validation
between 0.792 and 0.891.

Composite reliability
The study regards composite reliability (CR) as the true-score variance relative to the total-
score variance and it is a measure of internal consistency in scale items that provides a more
suitable and fitting measure of internal consistency and reliability; where the acceptable
threshold is required to exceed 0.7 (Hair, Black, Babin, & Anderson, 2014). Due to studies by

Construct AVE Cronbach’s alpha Composite reliability

PU 0.448 0.792 0.847

PEOU 0.627 0.805 0.870
ACC 0.356 0.809 0.844
C 0.587 0.886 0.908
SI 0.503 0.857 0.889
PR 0.606 0.838 0.884
Table 4. IQ 0.511 0.887 0.877
Cronbach’s alpha ATT 0.671 0.835 0.890
values and composite CI 0.695 0.891 0.919
reliability Source(s): Field data (2021)
Fornell and Larcker (1981), an acceptable threshold for CR is above 0.7. This study has Online and
achieved an acceptable threshold between 0.844 and 0.919. mobile grocery
shopping
Structural model
Once the measurement model confirms the convergent and discriminant validity of all
constructs, the second step is to evaluate the structural model to test hypothetical paths.
Structural equation modelling is highly recommended due to its ability to simultaneously test 405
hypothetical relationships and overall model fit (Hair et al., 2019) (see Table 5).
The path coefficients indicate the strength of the relationship between the dependent and
the independent variables. This section starts with a graphical representation of the path
coefficients and t-values of the conceptual model followed by a table that provides the
hypotheses, their t-values and whether or not they are supported, and finally presents a
graphical representation of the strengths of the paths. The threshold in this study uses for a
two-tailed test with a significance of 5% (0.05) is a t-value of 1.96. Hypotheses are supported
when they meet the threshold-value of 1.96, which indicates the 5% level of significance (see
Table 6).

Discussion
The above results are such that H1, H6, as well as H8 are accepted by this study as the
t-statistic for each is greater than 2, and the p value for each is smaller than 0.5. This simply
means that this study thus rejects the null hypothesis in H1, H6, as well as H8. According to
literature (for example Al-Gahtani, 2016; Choi, 2013; Boon et al., 2018; Chuchu & Ndoro, 2019;
Singh & Rosengren, 2020; G€ usken et al., 2019) in this study, H1, H6 and H8 were indeed
expected to be the case and so support previous findings, where this has been alluded to by
both the technology acceptance model as well as the theory of reasoned action. The remaining
five hypotheses, however, are not accepted as the t-statistic for each is lower than 2 and the

Model fit indicators Structural model Recommended thresholds Recommended authors

2
X /df 2.031 <3.00 Hair et al. (2014)
CFI 0.941 <0.900 Hair et al. (2014)
IFI 0.939 <0.900 Hair et al. (2014)
RMSEA 0.034 <0.08 Hair et al. (2014) Table 5.
SRMR 0.121 <0.08 Hair et al. (2014) Results for
Source(s): Field data (2021) structural model

Hypotheses Relationship Path coefficient t values p values Outcome

H1 PEOU → ATT 0.034 0.250 0.858 Unsupported (Insignificant)

H2 PU → ATT 0.505 3.694 0.001 Supported (Significant)
H3 SI → ATT 0.019 0.119 0.906 Unsupported (Insignificant)
H4 ACC → ATT 0,160 1.142 0.256 Supported (Insignificant)
H5 C → ATT 0.041 0.354 0.724 Unsupported (Insignificant)
H6 IQ → ATT 0.098 0.646 0.570 Supported (Insignificant) Table 6.
H7 PR → ATT 0.363 2.320 0.022 Supported (Significant) Hypotheses testing
H8 ATT → CI 0.636 7.676 0.00 Supported (Significant) results of the structural
Source(s): Field data (2021) model path coefficients
AGJSR p-value is greater than 0.05 in each of those five hypotheses. These results are quite surprising
41,3 as they refute previous findings by contradicting the TRA (Ajzen & Albarracın, 2007;
Fishbein & Ajzen, 1975) and the TAM (Chien, Kurnia, & von Westarp, 2003; Bauerova &
Klepek, 2017) which both aim to explain the relationship between ATT and behavioural
outcome and how users come to accept the use of technology; these models have also proven
PEOU (Davids, 1989; Chuchu & Ndoro, 2019; Zhou et al., 2019) ACC (Farag et al., 2007),
convenience (Jiang et al., 2013), IQ as well as SI to have a positive relationship with ATT (Boon
406 et al., 2018), which is contrary to the findings of this study. An interesting note as well is the
fact that PU (Bauerova & Klepek, 2017) seemed, given the results from the measurement
model assessment of this study, to be lacking as a significant construct; but turned out to be
profound as theory suggested.

Implications
The following are the implications for practice and theory of the study.

Implications for practice

This study contributed to marketing practice by assisting the e-commerce as well as
m-commerce practitioner in identifying the factors that influence consumer ATT and
subsequently their continued use of online and mobile grocery shopping among young adult
consumers in South Africa. This will thus inform marketing practitioners of the variables
they should be focussing on for reuse which, in this case, are PU, PR and ATT. The
implication for South African e-grocery marketers is to map their customers’ immediacy
expectations and determine which moments in their lives merit strategic attention, which
products and design features may capture consumers’ temporal needs, and how consumers
can be leveraged as participants in value creation networks (Zolfagharian & Yazdanparast,
2019). According to Chalomba et al. (2019), mobile applications provide limitless options for
brand management around the world, especially in South Africa, which has followed
worldwide trends and seen a rise in mobile app usage due to fast smartphone adoption.
Young adults are identified as the most important target market for e-grocery purchasing in
this survey. This target market can be divided into two groups: “new technologists” or Gen Z
consumers, who are typically young and embrace technology, and “time-starved” or Gen Y
consumers, who are price averse and would be willing to pay a premium for a service or
product that saves them time. This research also recognises that each category needs its own
marketing goal (Rishi & Pradeep, 2018). This is in line with the study’s target market or
segments, and it shows that the target market is a viable one for e-grocery shops in South
Africa (Driediger & Bhatiasevi, 2019). Given that the generation of young people rely heavily
on Internet sources for information, the presence of e-grocery merchants is essential.

Implications for theory

This study contributed to academic literature by examining system factors that contribute to
the TAM, as well as examining marketing factors that influence ATT and in so doing,
contributed to the TRA. According to the TRA, stronger intentions lead to greater effort in
performing the behaviour, increasing the probability of the behaviour in the future. The TRA
also claims that immediate antecedents to conduct, such as behavioural intentions, are a
component of salient information or beliefs about the probability of performing the behaviour
leading to a particular result, in this particular instance, behavioural intention, explicitly
reuse/ CI (Ajzen & Albarracın, 2007). TRA and the theory of planned behaviour have already
been utilised as the basis for a number of studies into online purchase behaviour. Internet
purchasing behaviour alludes to the act of purchasing goods, services, or information over
the Internet. Many consumers are hesitant to conduct business over the Internet, since they Online and
are concerned about the privacy of their personal information (Nyagadza, 2022). Developing mobile grocery
economies can benefit from applying a model that has been tried and tested with proof of
concept, allowing them to quickly accept and adapt to these new technologies, maximising
shopping
their chances of reaping maximum returns and advantages from continuing use (Bauerova &
Klepek, 2017). Cross-cultural considerations, on the other hand, offer evidence of varying
degrees of effect for relationships in different cultures, which this study suggests is as a result
of diverse external environments for buying within these cultures. This type of online 407
shopping is thought to have the most growth potential, so online grocery shopping retailers
must ensure that the system factors that influence user experience, such as PEOU and PU,
have a positive significant effect on ATT, ensuring consistent usage. The study examined the
importance of the process behind a consumer’s reception of related marketing efforts through
the SOR model. This is evident, particularly in the significant marketing factor PR, which has
been proven to influence ATT and contributed to the above-mentioned models.

Conclusion
This study aimed to determine the influence of system and marketing factors on the CI of
online and mobile grocery shopping among South Africa’s young adult consumers and
subsequently, the impact of ATT on re-usage intention. This was successfully achieved
through a systematic literature review which identified a priori theoretical support to
determine antecedent factors influencing ATT and subsequently reuse as well as a research
and methodological approach which quantitatively determined the significance of variables
through statistical analyses. E-commerce benefits both customers and businesses by
providing simple access to goods and services, as well as low costs in commercial activities.
E-commerce automation enables customers to make purchases online, businesses to process
online orders and financial transactions to be completed quickly. Despite these advantages,
South African firms have indeed been slow to implement the concept. E-commerce has
enabled retailers to expand their physical footprint while also allowing customers to buy their
products online. The online grocery buying approach is popular among Gen Y customers.
Furthermore, these customers’ expectations are oriented towards relational and experience
elements, resulting in a long-term value on which to base marketing communication
campaigns and proper value proposition selling.

Limitations and agenda for future research directions

Limitations for this study are such that it only focused on young consumers in South Africa, so
future research could also look at young consumers in other African states to get a broader
understanding of how young consumers in Africa, as a whole, are interacting with online retail
grocery shopping platforms. Aside from the demographic limitations mentioned above, this
study also points out some limitations regarding the psychographic constructs. One of the
limits in this regard then is such that this study could not infer which cohort between
Generation Y and Generation Z make up each of the categories in income level and as such, this
presents a future research opportunity. Future research opportunities also lie in figuring out
what factors of online retail grocery shopping each cohort perceives to be useful, easy to use,
accessible as well as convenient. Future research could also focus on figuring out what factors
of IQ influence each cohort to use online retail grocery shopping, what factors of PRs influence
each cohort to use online retail grocery shopping, what factors of online retail grocery shopping
directly and positively influence ATT for each cohort, as well as exactly what combination of
factors of online retail grocery shopping directly positively influence CI for each cohort. Since
the sample size is relatively small, further future research studies can test the same model with
bigger sample sizes to assess generalisability of the results in different locations.
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Sciences, 5(9), 307.

About the authors

Neo Ligaraba is a senior lecturer in the Department of Marketing, Faculty of Business Sciences,
University of the Witwatersrand, Johannesburg, South Africa. She completed her PhD at the University
of the Witwatersrand, focussing on Brand Experiences and Young Consumers. Her areas of research are
in Digital Marketing and Brand Management. She has published papers in reputable journals including
Journal for New Generation Sciences, The Service Industries Journal, Solid State Technology, Real Estate
Management and Valuation and The Retail and Marketing Review.
 Brighton Nyagadza is a full time lecturer and a chairperson in the department of marketing (digital Online and
marketing) at Marondera University of Agricultural Sciences and Technology (MUAST), Zimbabwe,
full member of the Marketers Association of Zimbabwe (MAZ), an associate of The Chartered Institute of mobile grocery
Marketing (ACIM), United Kingdom and Power Member of the Digital Marketing Institute (DMI), shopping
Dublin, Ireland. He has published several book chapters in Routledge books of Taylor and Francis
Publishers, New York (USA), Emerald Insight, United Kingdom (UK), Lexington books of the Rowan
and Littlefield Publishers, Maryland (USA) and in reputable international journals such as Journal of
Digital Media and Policy (Intellect), Sustainable Technology and Entrepreneurship (Elsevier), Journal of 415
Fashion Marketing and Management (Emerald), European Journal of Management Studies (Emerald),
Journal of Entrepreneurship in Emerging Economies (Emerald), Journal of Environmental Media
(Intellect), European Journal of Innovation Management (Emerald), Africa Review (Brill), Tourism
Critiques: Practice and Theory (Emerald), Journal of Asian and African Studies (SAGE), PSU Research
Review (Emerald), Youth and Society (SAGE), Quality Assurance in Education (Emerald), The Marketing
Review (Westburn), among others. Brighton sits on various professional corporate and academic boards
including the Mashonaland East Province Zimbabwe National Development Strategy (NDS) Committee
(2021–2025) – ICT and Human Capital Development cohort. Brighton Nyagadza is the corresponding
author and can be contacted at: brightonnyagadza@gmail.com
Danie Dӧrfling is a postgraduate honours student in Marketing at the University of the
Witwatersrand, Johannesburg, South Africa.
Qinisoliyakhulula Mhlengi Zulu is a postgraduate honours student in Marketing at the University of
the Witwatersrand, Johannesburg, South Africa.

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