Factors Affecting the Behavioral Intention to use Virtual Supermarket: An Integrated Conceptual Framework

Abstract

While the importance of virtual supermarket and consumers’ responses has been widely discussed in marketing and management literature, little research has emphasized the factors affecting consumers' behavioral intention to use a virtual supermarket. Hence, the purposes of the current study were to investigate factors that affect consumers’ intention to use virtual supermarket. Based on previously literature review, this study suggests a framework of behavioral intention to use a virtual supermarket, integrating the separate literatures on Consumer Demographics, Performance Expectancy, Effort Expectancy, Social Influence, Personal Innovativeness, and Image Vividness. It also proposes future researches that could expand the body of literature of virtual supermarket consumption. Results from the current study not only fill the gap in the knowledge by expanding the body of knowledge of virtual supermarket consumption, but also provide retailers and marketers with in-depth understanding into consumers' underlying demands that move them to use virtual supermarket.