A TAM-Based Analysis of Consumer Attitude towards OGS in Tier 2&3 Indian Cities: Examining Key Determinants

Abstract

This study aims to examine customer purchasing behaviour in the online grocery sector inside India's Tier 2 and Tier 3 cities, utilizing the Technology Acceptance Model (TAM). The study seeks to evaluate the impact of multiple factors—including Perceived Usefulness (PU), Perceived Ease of Use (PEOU)—on consumers' intention to engage in online grocery shopping. This study aims to elucidate the primary facilitators and obstacles influencing digital grocery uptake in less urbanized areas by including these dimensions into the TAM framework. The results will be crucial for e-grocery platforms, policy makers and marketers in formulating strategies that enhance customer trust, mitigate perceived dangers, increase usability, and utilize promotional and regulatory assistance to increase adoption rates. This research enhances the scholarly discussion on online customer behaviour and provides practical insights for optimizing digital grocery services in emerging markets.