Smart shopping: the adoption of grocery shopping apps

What is it about?

In the midst of the new normal brought on by the COVID-19 pandemic, mobile grocery shopping apps have become a lifeline for many South African consumers who have made the choice to pursue safer shopping alternatives. This study examined the adoption of grocery shopping apps during the COVID-19 pandemic and found that consumers believe the apps are useful and easy to use. As a result, they have positive attitudes towards grocery shopping apps. Surprisingly, the study found that education does not moderate the relationships between perceived usefulness, ease of use, and attitude towards grocery shopping apps.

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