Smart shopping: the adoption of grocery shopping apps

Purpose The purpose of this paper is to determine the key factors influencing the adoption of grocery shopping and to examine the moderating effect of education between antecedents of the adoption of grocery shopping apps and user attitude and intention to purchase. Design/methodology/approach This study adopted partial least squares structural equation modeling (PLS-SEM) to evaluate the relationship between the latent variables: perceived usefulness, perceived ease of use, attitude and intention to use grocery shopping apps. Partial least squares multigroup analysis (PLS-MGA) was used to examine the moderating effect of education. A total of 305 grocery shopping apps users were surveyed using a structural questionnaire. Findings The results indicated that all the factors considered in the framework were significant in predicting the intention to use the grocery shopping apps. The findings show that education has no significant impact on any relationship. Practical implications A better understanding of the factors that affect the acceptance of mobile grocery shopping apps is important for developing better strategic management plans. Originality/value This is one of the first studies to research the adoption of grocery shopping apps in a developing country, as well as the first to focus on consumers in South Africa.