• Nattala Vanaja
• J.Sravan

This study explores the determinants of online grocery purchase intentions by extending the Technology Acceptance Model (TAM) to include additional variables relevant to the digital shopping context. The research integrates perceived risk, trust, and social influence into the original TAM framework, which traditionally includes perceived usefulness and perceived ease of use, to provide a comprehensive understanding of consumer behavior in online grocery shopping. The study employs a mediation analysis approach to investigate the mediating roles of these variables in shaping purchase intentions. Data were collected through a structured survey administered to a diverse sample of online grocery shoppers. The findings reveal that perceived usefulness and ease of use significantly influence trust and social influence, which in turn affect purchase intentions. Additionally, perceived risk negatively impacts trust and purchase intentions. The extended TAM framework demonstrates robust explanatory power in predicting online grocery purchase intentions, highlighting the critical role of trust and social influence as mediators. These insights offer valuable implications for e-commerce platforms and marketers aiming to enhance user experience and foster consumer trust in the online grocery market.

Online grocery shopping, Technology Acceptance Model (TAM), Purchase intentions, Mediation analysisI.

"A Study on Examining Online Grocery Purchase Intentions through an Extended TAM Framework: A Mediation Analysis Approach", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 6, page no.h687-h694, June-2024, Available :http://www.jetir.org/papers/JETIR2406773.pdf

"A Study on Examining Online Grocery Purchase Intentions through an Extended TAM Framework: A Mediation Analysis Approach", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 6, page no. pph687-h694, June-2024, Available at : http://www.jetir.org/papers/JETIR2406773.pdf