Using Online Grocery Applications during the COVID-19 Pandemic: Their Relationship with Open Innovation

Abstract

This present research examines the behavioral intentions of Filipinos to use online grocery applications during the novel COVID-19 pandemic. The study proposes an integration of the health belief model (HBM) and the Unified Theory of Acceptance and Use of Technology (UTAUT2) to identify the factors affecting the acceptance and usage of Filipinos of online grocery applications in terms of the impact of health risk for COVID-19. To accurately measure the factors and their relationship to behavioral intentions and usage behavior, a questionnaire was developed and distributed to 373 residents in the Philippines. Partial least squares structural equation modeling (PLS-SEM) was applied as an analytical method for this study. The results revealed that performance expectancy, perceived benefits, perceived severity, and cues to action significantly influenced the behavioral intentions and usage of online grocery apps during the COVID-19 pandemic. The study’s findings can be utilized as a theoretical framework for future researchers of consumer behavior; e-commerce developers; and grocery industry retailers, to enhance the innovation and services of online grocery applications. The results of this study may also be used and capitalized on by investors and managers to apply in strategizing when developing and marketing online grocery applications among consumers. Moreover, the framework of this study may be adopted and utilized by other online markets, even in different counties. Further theoretical and practical aspects are discussed in this paper.

Utilizing SEM-RFC to predict factors affecting online shopping cart abandonment during the COVID-19 pandemic

“…As stated, several strategies may be developed based from the example to have a more entertaining, empathetic, user-friendly, and more options among users which would benefit customers and businesses to gain what they need. For example, it was suggested by Gumasing et al. (2022) how online grocery would provide ease of use, timely, and relevant day-to-day needs among users when the necessities and items needed are a single click.…”

“…To which, the presence of mediators and mediating effects can cause low to no significance ( German et al., 2022 ; Fan et al., 2016 ; Woody, 2011 ). Thus, machine learning algorithms may be employed to highlight the most significant factors that promotes linear relationship despite the presence of mediators ( Ong et al., 2022a ; Gumasing et al., 2022 ). One classification technique that produces a model with high accuracy that could be utilized is the random forest classifier (RFC).…”

“…(2020) also utilized the framework in assessing online food delivery among consumers in the Philippines. Similarly, Gumasing et al. (2022) considered the TPB to analyze intention to use online grocery.…”

Covid-19 pandemic influences relationships on innovation, environmental practices and social actions in enterprise: the theoretical framework

“…Board 2 highlights the five authors, with the largest number of published articles and the title of their respective studies. However, it can be seen that an article can be authored by several authors, according to the article "Using online grocery applications during the Covid-19 pandemic: Their relationship with open innovation" by Gumasing et al (2022). According to Amankwah-Amoah (2021), despite the many academic contributions to the Covid-19 Pandemic, little attention was paid to the opportunities triggered by the crisis, as many industries were turned upside down and markets were uncertain, however, the crisis also is It is noteworthy that a lot of information has been learned and will serve as a model to deal with future pandemics, but a new sustainable model is needed (Hsu et al, 2020).…”

E-Grocery Shopping Intentions of Young Professionals

“…Ease of payment, for only small portion of Filipinos has credit cards, which is addressed via cash on delivery. (Go, 2017) A study conducted by Gumasing, et al (2022) examines the behavioral intentions of Filipinos to use online grocery applications during the novel COVID-19 pandemic. The results revealed that performance expectancy, perceived benefits, perceived severity, and cues to action significantly influenced the behavioral intentions and usage of online grocery apps during the COVID-19 pandemic.…”