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Purpose: As a result, the current study focused on e-commerce in the retail sector to examine the factors influencing consumer purchasing of online groceries throughout Covid-19 in Bangkok, Thailand.
Theoretical framework: Using Technology acceptance model (TAM) as the underpinning theoretical framework, which was presented by Davis and his colleagues it in 1989, to accomplish this, this study identified five independent variables that can influence online grocery purchase intent. These are perceived utility, perceived ease of use, and other additional variables such as online accessibility, security perception, and shipment services.
Design/methodology/approach: The convenience sampling approach, which is considered a nonprobability sampling method, was used to collect the data from 384 respondents via an online survey from the population in this study. Internet users between the ages of 19 and 65 years or older who live in Bangkok and buy groceries for themselves and/or family members from Thai physical and/or online retailers were the target demographic. Multiple regression analysis is used to test the significance of the research model.
Findings: The findings reveal that pandemic has a considerable influence on Bangkok customers' online purchase intent. The result of linear regression analysis shows the three variables: perceived ease of use, shipment services and online accessibility significantly affected the online grocery shopping intent of consumers in Bangkok. While security perception and perceived utility had no significant effect on the online grocery shopping intent of consumers in Bangkok.
Research, Practical & Social implications: The implication drawn from this study helps the researchers and firms to rapidly adapt and adjust their marketing strategy, with a focus on digitization, as consumers want to prevent the infection and the danger of Covid-19, but stores are having difficulty reaching clients.
Originality/value: The findings reveal that Covid-19 has a considerable influence on customers' online purchase intent residing in Bangkok and this research adds another perspective from Thailand Context.
