EXAMINING THE USAGE BEHAVIOUR OF MILLENNIALS USING ONLINE GROCERY SHOPPING APPLICATIONS DURING COVID-19

Abstract

Purpose – This study aims to examine the factors that influence Indonesian usage behaviour towards the intention to use online grocery shopping service. Design/methodology/approach – Quantitative method was chosen alongside structural equation modelling (PLS-SEM) to test the research’s proposed hypothesis. The data are collected using close-ended questions and an online questionnaire as the main instrument. A total of 338 valid responses from across Indonesia are tested using Smart PLS version 5.0.3. Findings – This study has found that usage behaviour is influenced by the intention to use the online grocery shop. Simultaneously, the intention to use the OGS(Online Grocery Shopping) is being influenced by perceived usefulness, perceived ease of use shaped by perceived risk, and enjoyment. However, perceived safety and perceived benefit are found insignificant to influence the intention to use the OGS. Practical Implication – In online grocery services, the intention to use the OGS is one of the factors that can drive the consumers’ usage behaviour, and the intention to use can be improved by giving a service that can enhance the perceived benefit felt by the customers such as ease of use, safety, and better deal when they use the service Originality/ value – This study is the first to examine the usage behaviour as the dependent variable trough the intention to use OGS trough mobile applications among Indonesian customers from the model that constructed by perceived risk, enjoyment, perceived ease of use, perceived usefulness while adding perceived safety and perceived benefit as new variables to the model to find more complex findings from previously conducted studies.