Year oF

Titles Publication

Online grocery shopping in

2019
Thailand: Consumer
acceptance and usage
behavior
 Objectives

1. To test whether the relationships from existing e-commerce literature replicate for online grocery
shopping in Thailand.
2. To determine the factors and the extent to which they lead to the acceptance of online grocery
shopping.
3. To determine and recognize the factors with the highest extent of influence on Thai consumers’
acceptance of online grocery shopping.
4. To form managerial guidance and recommendations concerning the accep- tance of online grocery
shopping.
 Research Methodology
Who are the Data Collection Data Analysis
respondents No. of Respondents Method Techniques

least squares structural

263 Questionnaire equation modeling (PLS-
SEM)
Variables Findings