Online Food Purchasing Consumer Behaviour in North Macedonia Amid Covid-19 Pandemic: An Extended Tam Approach

Blagoeva, Kalina Trenevska; Mijoska, Marina; Trpkova-Nestorovska, Marija

doi:10.47063/ebtsf.2021.0010

Cited by 3 publications

(2 citation statements)

References 13 publications

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“…Numerous researches have utilised the notion to explain why users accept certain information systems, as the model is parsimonious in nature (Song, Ruan, & Jeon, 2021). TAM, although has been used widely, it has been proved to be a reliable and valid model (Blagoeva, Mijoska, & Nestorovska, 2021).…”

Section: The Tam and Tpb Modelsmentioning

confidence: 99%

Online food delivery in the post-pandemic era: moderating role of vaccine confidence

Shukla,

Pandey

2023

IJSBI

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PurposeIn the post-pandemic period and following widespread inoculation against the infection, this research aims to pinpoint the variables that affect consumers' behavioural intentions (BIs) towards online food delivery (OFD) services. The study goes further to investigate the potential impact of vaccine confidence (VC) in modifying the association between consumers' BI to utilise OFD services and their actual usage behaviour (UB).Design/methodology/approachUsing information gathered through a structured questionnaire from 372 Indian customers, a proposed model based on the technology acceptance model (TAM) and theory of planned behaviour (TPB) models was put to the test using structural equation modelling (SEM).FindingsResults demonstrate that perceptions of ease of use, attitude (ATT) and perceived behavioural control (PBC) have a favourable and significant impact on behaviour intention amongst Indian OFD users. Contrary to what the TAM and TPB models had predicted, perceived usefulness (PU) and subjective norms (SN) did not significantly affect the BI of the sample of Indian OFD users. Furthermore, the association between BI and actual UB of OFD users is not moderated by the consumers' VC.Practical implicationsThe study contributes by shedding light on the variables that affect Indian OFD users' BIs after the coronavirus disease 2019 (COVID-19) pandemic era and mass immunisation and whether VC has a role to play in affecting consumer behaviour, which will aid OFD service providers, eateries and marketers in redesigning their marketing plans.Originality/valueThe present study is the first in making a literary contribution through analysis of the moderating effect of VC on the relationship between BI and actual UB. Additionally, this study presents evidence from India, one of the first nations to implement widespread COVID-19 inoculation.

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Section: The Tam and Tpb Modelsmentioning

confidence: 99%

Online food delivery in the post-pandemic era: moderating role of vaccine confidence

Shukla,

Pandey

2023

IJSBI

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“…The COVID-19 pandemic changed consumer behavior towards online shopping. In this respect, Trenevska Blagoeva et al (2021) extended TAM approach was used to explore the determinants of online food ordering. To get insights regarding the young consumer behavior towards online food purchasing in the country, a survey was conducted among more than 150 young people during April and May 2021.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The impact of website design on consumer decision making – evidence from North Macedonia

Blagoeva,

Mijoska,

Pulevska-Ivanovska

2023

WSB Journal of Business and Finance

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Today, almost one third of the world population are digital buyers. The hypothesis that more life moves online, the less damage to our environment is still unclear. E-commerce sites and the underlying supply chain can have both positive and negative impacts on the environment. Sustainable web design is an approach to designing websites that puts people and the planet first. It is a growing movement as organizations look for opportunities to reduce their influence on the environment. This research elaborates on determinants of consumer behavior that shape online purchase processes and affect the final consumer decision to buy. It discusses the importance of website design on consumer decision-making in e-commerce. Consumer decision-making and behavior during online shopping in the literature are measured by numerous models. One of the primary motivators for any online store to attract customers is the quality of website design. Website quality refers to the overall excellence, effectiveness, and usability of a website. It influences consumers’ perceptions of product quality and affects online purchase intentions (Sun, Chen, and Huang, 2014) and even continuation intentions (Chawla et al., 2015). Website quality as well positively affects online impulse buying behaviour (Akram et.al. 2018). The design of a website interface plays an important role in online purchasing, and customers are more likely to visit and buy from better-designed websites (Chiu and Yang, 2016). This paper proposes that website design quality is a multi-dimensional construct. To support the importance of the construct, a review of different studies is conducted elaborating on the impact of website design on consumer attitude and behavioral intention in North Macedonia. This study has theoretical and practical implications on the existing knowledge and provides managerial insights for e-vendors implying that to promote online shopping, they need to improve the quality features of the website and enhance users’ trust.

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Exploring Contextual Factors of User E-Commerce Adoption During Coronavirus

Alduaij

Alterkait

2022

International Journal of Technology Diffusion

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Due to the intense impact coronavirus has placed on businesses the study examines the effect of the pandemic on e-commerce adoption. The Purpose study is to explore user’s contextual factors and its effect on user fears, experience, perceived usefulness, perceived ease of use, and intention to use e-commerce during coronavirus. some users faced fears and hesitation to transition to e-commerce platforms from different segments of society. The study used a quantitative approach based on an electronically generated and distributed questionnaire to 402 participants.this research employed the TAM to examine user’s adoption of e-commerce amidst the pandemic. In terms of gender, results show females have greater fear than males when using e-commerce. Males feel greater perceived usefulness (PU), perceived ease of use (PEOU), and have gained a better experience than females when using e-commerce. In terms of age, participants 35 years and above gained a better experience

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Online Food Purchasing Consumer Behaviour in North Macedonia Amid Covid-19 Pandemic: An Extended Tam Approach

Cited by 3 publications

References 13 publications

Online food delivery in the post-pandemic era: moderating role of vaccine confidence

Online food delivery in the post-pandemic era: moderating role of vaccine confidence

The impact of website design on consumer decision making – evidence from North Macedonia

Exploring Contextual Factors of User E-Commerce Adoption During Coronavirus

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