Extending the TAM Model: Factors Underlying the Intentions of Millennials from Business Schools to use E-Grocery

Abstract

Internet penetration has increased immensely over the last decade which has witnessed a growth in the online shopping of grocery which has changed the scenario of the purchase pattern which was widely based on the offline methods earlier. The educated millennials have adapted to the technology advancement this can be seen by the trends of increased usage of smartphones, the Internet and computers. This paper aims to understand how the millennials shopping of retail goods has changed. This article attempts to understand the pattern of purchase of goods amongst the millennials in business schools and proposes a framework for marketers to understand consumer intentions to use the internet as a shopping medium. Due to the busy lifestyles of the millennials in business schools, they tend to resort to convenient and hassle-free ways of shopping. This study aims to understand what factors drive the millennials to shop over the internet. Online retail shopping is one of the fastest transforming segments which has influenced the traditional way of shopping in India and encouraged the sellers to come online to sustain in the wide competition. The author has used statistical tools to analyse the impact of the factors affecting online retail shopping. Primary research is used to find out the insights about the target audience on the online shopping on the factors like perceived usefulness (PU), perceived ease of use (PEOU), discounts and promotion, quality and shelf life of the product and social influence and their effect on shopping patterns on the millennials in business schools. The findings will also help in understanding what further developments should be made to encourage more and more engagement with online shopping.