AbdulHussein, Ali; Dimi o , S anko; Cozza in, B ian
A icle
Demog aphic analysis o online g oce y shopping du ing
he COVID-19 pandemic: a heo e ical pe spec i e wi h an
expanded echnology accep ance model
Cogen Business & Managemen
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Taylo & F ancis G oup
Sugges ed Ci a ion: AbdulHussein, Ali; Dimi o , S anko; Cozza in, B ian (2024) : Demog aphic
analysis o online g oce y shopping du ing he COVID-19 pandemic: a heo e ical pe spec i e wi h
an expanded echnology accep ance model, Cogen Business & Managemen , ISSN 2331-1975,
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Demog aphic analysis o online g oce y shopping
du ing he COVID-19 pandemic: a heo e ical
pe spec i e wi h an expanded echnology
accep ance model
Ali AbdulHussein, S anko Dimi o & B ian Cozza in
To ci e his a icle: Ali AbdulHussein, S anko Dimi o & B ian Cozza in (2024) Demog aphic
analysis o online g oce y shopping du ing he COVID-19 pandemic: a heo e ical pe spec i e
wi h an expanded echnology accep ance model, Cogen Business & Managemen , 11:1,
2336712, DOI: 10.1080/23311975.2024.2336712
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2024, VoL. 11, no. 1, 2336712
Demog aphic analysis o online g oce y shopping du ing he
COVID-19 pandemic: a heo e ical pe spec i e wi h an expanded
echnology accep ance model
ali abdulhussein , s anko Dimi o and B ian cozza in
Depa men o Managemen science, Facul y o enginee ing, uni e si y o Wa e loo, Wa e loo, Canada
ABSTRACT
g oce y shopping is a necessi y. he cOViD-19 pandemic c ea ed unp eceden ed
dis up ions o all aspec s o li e including g oce y shopping. Many households ound i
di icul o eplace in-s o e shopping channels as go e nmen s en o ced closu es. he
pu pose o his s udy is o unco e how households in canada esponded o closu es
by swi ching o online shopping. his beha io change was no une en. We analyze he
demog aphic ac o s associa ed wi h he change in consume beha io . Using ecen ly
published da a by s a is ics canada, ou empi ical s udy ound ha a emale consume
(Odds a io (O ) = 0.69) is less likely o ha e inc eased Ogs ac i i ies a e he s a o
he pandemic. On he o he hand, a consume ha is employed (O = 1.36), 25–44
yea s old (O = 1.68), uni e si y-educa ed (O = 1.21) consume , wi h a highe
household income (O = 1.10) is mo e likely o ha e inc eased Ogs ac i i ies. an
immig an consume (O = 0.73) is less likely o ha e inc eased Ogs ac i i ies. Di e en
consume s exhibi di e en p e e ences o shopping pla o ms. his unde s anding
o e s a deepe unde s anding o consume beha io o ma ke e s, esea che s, and
policymake s who seek o imp o e online shopping o ce ain g oups.
1. In oduc ion
he co ona i us (cOViD-19), which was decla ed a pandemic by he Wo ld heal h O ganiza ion on 11
Ma ch 2020, caused eno mous challenges globally (WhO, 2020). in addi ion o he widesp ead panic and
heal h consequences, go e nmen s in a ious ju isdic ions imposed s ic lockdowns and qua an ine
measu es. such measu es had a angible impac on how business was conduc ed (c Vnews, 2020).
consume s eso ed o online shopping as hei only means o secu e hei daily necessi ies. al hough
g oce y ou le s we e kep physically ope a ional in mos cases, consume s u ilized online pla o ms o
shop o g oce ies online, mainly o a oid ge ing in ec ed o o limi hei ou doo ac i i ies. also,
e-comme ce pla o ms o e ed discoun s o consume s when shopping online while many o e ed ee
deli e y (P ase yo e al., 2021). his ueled he demand o online shopping o g oce ies in an un ep e-
sen ed manne (Baa sma & g oenewegen, 2021).
Online g oce y shopping (OGS) is he use o online po als o o de g oce y. Be o e he cOViD-19 pan-
demic, he pe cen age o canadians who shopped online o g oce ies g ew om 5% o 17% be ween
he yea s 2016 and 2020. Du ing he pandemic, he g ow h in online sales o ood, g oce y, and be -
e age in canada g ew by an as onishing 107% be ween Feb ua y and ap il o 2020 alone (coppola,
2021; abdulhussein e al., 2022). simila ends a e obse ed in se e al eu opean coun ies (Dannenbe g
e al., 2020; huang, 2023). One ecen s udy highligh ed he impo ance o using online channels in
g oce y shopping du ing he pandemic in ge many (B üggemann & Olb ich, 2023). in he pas , esea ch-
e s’ a en ion ocused on he p ac icali y and bene i s o using online channels in g oce y shopping.
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT ali abdulHussein a9abdulh@uwa e loo.ca Depa men o Managemen science, Facul y o enginee ing, uni e si y o
Wa e loo, Wa e loo, on n2L 3g1, Canada.
h ps://doi.o g/10.1080/23311975.2024.2336712
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 30 July 2023
e ised 19 Ma ch 2024
accep ed 22 Ma ch 2024
KEYWORDS
Online g oce y shopping;
cOViD-19; consume
beha io s; echnology
accep ance model
( aM3); pe cei ed isk;
pe cei ed ease o use
REVIEWING EDITOR
len iu W igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed kingdom
SUBJECTS
echnology; Business,
managemen and
accoun ing; in o ma ion
echnology
2 a. aBDUlhUssein e al.
he ole o Ogs in mi iga ing ood secu i y is also s udied globally (co ino e al., 2020; liang e al.,
2022). some au ho s a gue ha Ogs mo i a es consume s o make di e en ood choices compa ed o
in-s o e (huyghe e al., 2017). also, Ogs’ po en ial o eplace o complemen in-pe son g oce y shopping
is widely examined (hossain e al., 2022). in ou unique s udy, we comp ehensi ely ocus on he con-
sume and hei backg ound.
consume s wi h di e en demog aphic backg ounds exhibi di e en Ogs beha io du ing he pan-
demic. assessing hose beha io s, and cha ac e izing he impac o di e en demog aphic ac o s such
as age, gende , household income, household size, employmen , and educa ion on online spending is
c ucial. Ma ke ing p o essionals can use such demog aphic analysis o a ge u u e consume s. la e in
his pape , we in oduce empi ical analysis based on an expanded e sion o echnology accep ance
Model ( aM3), o unco e he ole o la en consume ai s, such as pe cei ed isk, in ueling he in en-
ion o use Ogs po als. he indings may also be in e es ing o Ogs po al designe s as we o e insigh
in o he ole o he consume s’ compu e compe ence in Ogs adop ion.
We s udy he associa ion o a ious demog aphic ac o s on Ogs by analyzing a ecen ly p o ided
da ase by s a is ics canada, h ough he canadian in e ne Use su ey (ciUs). he su ey is conduc ed
be ween no embe 2020 and Ma ch 2021 o s udy consume use o online shopping channels du ing
he cOViD-19 pandemic. Ou s udy comp ehensi ely assesses Ogs beha io a e he s a o he pan-
demic, as compa ed o be o e, while cha ac e izing he impac o di e en demog aphic and la en ac-
o s on Ogs ac i i y. Findings con ibu e o he apidly e ol ing li e a u e on household expendi u e
a e he s a o he cOViD-19 pandemic.
he pape is o ganized as ollows. sec ion 2 p esen s ela ed wo k o his no el in es iga ion and
sec ion 3 highligh s he sou ce o da a and summa izes key igu es. We hen p esen ou empi ical
model o demog aphic analysis in sec ion 4. hen, in sec ion 5 we p esen he esul s o ou model.
We hen in oduce a heo e ical amewo k in sec ion 6 o in e p e he esul s. Finally, sec ion 7
o e s he conclusion o he pape based on he indings and highligh s sugges ions o u u e
esea ch.
2. Li e a u e
Mul iple au ho s highligh he g ow h o Ogs ac i i ies du ing he cOViD-19 pandemic. ecen ly, a s udy
emphasizes he impac o he cOViD-19 pandemic on he demand o online shopping o oods in
aiwan, including g oce y shopping (chang & Meye hoe e , 2021). he au ho s use sales eco d da a om
a la ge ag i- ood e-comme ce pla o m, web sea ch da a, and o he public communica ions. he empi i-
cal esul s e eal ha he ini ial cOViD-19 b eakou esul ed in an inc emen al inc ease o 5.7% in online
ood sales, including g oce ies. a simila s udy is conduc ed in mainland china (J. li e al., 2020). he
au ho s highligh he changing g oce y shopping beha io s du ing cOViD-19. he indings indica e a
su ge in he adop ion o online ood and g oce y shopping o 38% du ing he ou b eak compa ed o
11% be o e. he s udy was based on da a collec ed wi h an online su ey du ing he ea ly s ages o he
pandemic. P incipal componen analysis was also u ilized in he s udy o a i e a he indings. The s ud-
ies do no , howe e , assess he ole o consume demog aphics in his beha io .
changes in Ogs beha io a e also obse ed and s udied in canada. a ecen s udy examines indi-
idual p e e ences o g oce y and ood shopping as well as ea -in ac i i ies a e he pandemic
(hossain e al., 2022). Da a a e collec ed h ough a web-based su ey in he Okanagan egion in he
p o ince o B i ish columbia, du ing he ea ly s ages o he pandemic. Upon es ablishing goodness-o -
i , he au ho s u ilized a mul i a ia e o de ed p obi es ima ion o p esen s a is ically signi ican
esul s. consume s wi h d i e ’s licenses a e ound o be less likely o shop o g oce ies online.
howe e , no s a is ically signi ican indings a e epo ed o link consume demog aphics wi h Ogs
ac i i ies speci ically. As such, we aim o expand on he inding o his s udy o include a wide pool o
demog aphic ac o s and hei associa ion wi h OGS ac i i ies. We also u ilize a heo e ical model o in e -
p e ou esul s in ligh o a ious la en ai s.
also in canada, esea che s conduc a na ionwide su ey o assess consume p e e ences o ood
e aile s du ing he pandemic (Music and cha lebois Music & cha lebois, 2022). in he ea ly s ages o he
cOgen BUsiness & ManageMen 3
pandemic, 1,104 esponses a e collec ed, and hen again, 1,503 esponses a e collec ed a mon h la e .
esponden s a e asked abou hei g oce y and ood shopping beha io du ing his pe iod. s ockpiling
beha io due o inc eased anxie y is obse ed a his ea ly s age o he pandemic, especially in he
p o ince o Mani oba. consume s ci e heal h isks as he key mo i e o hei anxie y and he esul ing
change in beha io owa d in-pe son g oce y shopping. No demog aphic analysis is conduc ed o iden i y
ac o s associa ed wi h he change in g oce y shopping beha io in his s udy, howe e .
in Quebec, canada, a web-su ey o 560 indi iduals (60 yea s and olde ) is conduc ed o assess online
shopping habi s du ing he pandemic (Bezi gani & lachapelle, 2021). Beha io al analysis is conduc ed o
de e mine he ole o pas online shopping expe iences in he adop ion o Ogs du ing he pandemic.
subjec i e no m belie s abou Ogs is de e mined o be a key ac o in Ogs in en ions among his g oup.
elde ly g oups wi h p e ious online shopping expe iences pe cei e Ogs as a quicke and mo e e icien
channel o shop du ing he pandemic. Physical mobili y is ano he ac o deemed o be associa ed wi h
inc eased Ogs adop ion among his consume g oup While no demog aphic analysis is conduc ed he e, he
s udy’s indings abou he ole o p e ious shopping expe iences o he elde ly, mo i a e us o ocus on he
ole o consume expe ience. La e in his pape , we u ilize he TAM3 model o explo e he associa ion o elde ly
consume s’ shopping expe ience wi h OGS ac i i y du ing he pandemic.
in swi ze land, de e minan s o Ogs beha io a e s udied du ing he i s wa e o he pandemic
(Meis e e al., 2023). a signi ican inc ease o 13% in Ogs ac i i y is obse ed. P oduc alue and shop-
ping cos s a e ound o be key ac o s in d i ing consume beha io . con a y o p io belie , heal h isk
ac o s and in-s o e wai ime play a seconda y ole in he obse ed up ick in Ogs ac i i y. he indings
a e based on unique s a ed choice (sc) expe imen s, examining consume s’ channel choice. simula ion
o he join likelihood unc ion is used o es ima e he model esul s. The au ho s do no highligh he ole
o consume demog aphics in explaining he beha io s. Ou s udy ills his gap wi h he aid o empi ical and
heo e ical analysis.
in eu ope as well, municipal-le el da a om a Du ch supe ma ke is u ilized o assess Ogs ends
du ing he pandemic (Baa sma & g oenewegen, 2021). he consume pe cep ion o heal h isks, mainly
d i en by hospi al admission announcemen s, played a p ima y ole in d i ing Ogs ac i i y. Va ious mea-
su es o demand a e u ilized o assess consume demand o Ogs, including online sea ch inqui ies and
poin -o -sale da a. hose ac o s a e u ilized o de elop a linea eg ession model, and he ou come
a iable measu ed Ogs ac i i y. The s udy, howe e , lacks consume demog aphic analysis associa ed wi h
OGS ac i i y.
in ge many, a s udy p esen ed a heo e ical analysis o he ac o s associa ed wi h online g oce y
pu chasing ends (g un kowski & Ma inez, 2022). he main cons uc s o he s udy included consume
pe cei ed isk, pe cei ed use ulness, and pe cei ed us . he e cons uc ed we e assessed be o e and
pos pu chase based on da a ob ained by a consume Qual ics su ey du ing he la e s age o he
pandemic. he au ho s p esen ed he associa ions o each o he abo e cons uc s wi h pu chase in en-
ions. Howe e , he pape didn’ p esen any quan i a i e analysis o how such in en ions a e ela ed o he
consume demog aphics, which is wha we emphasize in he s udy p esen ed he e.
in i aly, an online su ey ecei ed inpu om 248 pa icipan s o s udy ood shopping beha io s
du ing he pandemic (alaimo e al., 2020). he s udy conside ed a a ie y o demog aphic ac o s includ-
ing age, gende , and educa ion in measu ing consume sa is ac ion in online shopping channels. he
s udy ound ha amilia i y wi h online ood buying ha e a highe likelihood o engaging in Ogs ac i -
i ies. hence his s udy emphasizes he impo ance o shopping expe ience. howe e , he s udy does no
associa e such ac o s wi h inc eased Ogs ac i i y compa ed o be o e he s a o he pandemic. In ou
pape , we aim o unde s and he demog aphic ac o s associa ed wi h inc eased OGS ac i i y a e he s a
o he pandemic.
in india, a s udy is conduc ed o cha ac e ize he ole o heal h- ela ed ac o s in he adop ion o Ogs
du ing he cOViD-19 pandemic ( ou e al., 2022). social isola ion is de e mined o be a d i ing ac o
in he adop ion o Ogs ac i i y. consume s who exhibi ed a highe likelihood o adop ing Ogs pe cei ed
online pla o ms o o e a mo e e ec i e channel, wi h less e o o comple e ansac ions. he ole o
channel u ili y, use ulness, and ease o use o Ogs is modeled empi ically. Howe e , he e is a lack o
emphasis on consume demog aphics and hei ole in he adop ion o OGS du ing he pandemic.
4 a. aBDUlhUssein e al.
in he Uni ed s a es, au ho s highligh he up ick in Ogs ac i i y du ing he pandemic (g ashuis e al.,
2020). Online choice expe imen s a e conduc ed o unde s and consume Ogs p e e ences and beha io .
a sample o 900 consume s pa icipa ed o o e insigh in o di e en modes o Ogs: online shopping
wi h in-s o e pickup, cu bside pick-up, and home deli e y. ends a e ecognized based on Ogs mode,
minimum o de equi emen s, p ice, and deli e y ime. Howe e , no demog aphic analysis is conduc ed in
his s udy.
also in he Uni ed s udies, au ho s conduc ed a choice expe imen in new Yo k ci y o unde s and
he consume p e e ence o online g oce y shopping du ing he pandemic (Budziński & Daziano, 2023).
he au ho s examined he hypo hesis ha consume s ha e unique a i udes owa d online g oce y shop-
ping and ha a i ude was exe cised du ing he pandemic wi h a ying le els o consume con idence.
he au ho s collec ed da a h ough a su ey and ecei ed 775 esponses. he s udy, howe e , included
limi ed demog aphic ac o s and ocused on linking hose ac o s wi h pu chase a i ude. a hyb id choice
model was used o measu e he a i ude. as a esul , he esul s highligh ed consume s’ conce ns abou
b and, deli e y, o ganic s a us, eliabili y, and cos , when i comes o online g oce y shopping. Ou pape ,
howe e , uniquely s udies a mo e comp ehensi e a ie y o ac o s and links hose ac o s wi h changes in
shopping ac i i y.
ano he s udy in he Uni ed s a es also examined he channel p e e ences among g oce y shoppe s
in Flo ida du ing he pandemic ( i iloye e al., 2023). a su ey was conduc ed o ga he consume in o -
ma ion including Ogs ac i i ies, a i udes, and p e e ence channels o shopping. he ocus was on he
associa ion o Ogs ac i i y wi h ac o s including shopping ime, deli e y ime, a el ime, and deli e y
cos s. he analysis did no p esen any associa ion be ween demog aphic ac o s and Ogs ac i i y. ha
is a gap ha ou pape aims o ill in he li e a u e.
in Bangladesh, au ho s s udied he impac o a ious ac o s ha in luence consume s’ in en ion o
pu chase g oce ies online du ing he pandemic (Mondal & hasan, 2023). he au ho s based hei s udy
on 401 su ey esponses h ough a s uc u ed ques ionnai e. he au ho s ocused on he impo ance o
non-demog aphic ac o s such as pe cei ed use ulness, and ease o use in de e mining he in en ion o
consume s o use online channels o g oce y shopping, du ing he pandemic. in summa y, he au ho s
ound hese ac o s o be p edic i e o a posi i e online pu chase expe ience.
he abo e demons a e he lack o li e a u e s udying he demog aphics o Ogs du ing he pandemic.
as such, in his pape , we ill his gap and p o ide an empi ical associa ion be ween demog aphic ac o s
and inc eased Ogs ac i i y, a e he s a o he pandemic. We also o e a heo e ical in e p e a ion o
ou esul s, wi h he aid o aM3. his o e s aluable insigh on o he ole o consume la en ai s such
as compu e compe ency, pe cei ed isk, and pas expe iences wi h online sys ems.
3. Da a sou ce and pa icipan p o ile
We use da a om he canadian in e ne Use su ey (ciUs) by s a is ics canada, which was collec ed
be ween no embe 2020, and Ma ch 2021. hence, his da a cap u es he ea ly impac o he cOViD-19
pandemic on consume ac i i y. he mic oda a ile was eleased in augus 2022. he su ey sample is
designed wi h s a a, by p obabili y sampling a me opoli an and census agglome a ion le els. he
esea che s ob ained access o a da a ile wi h indi idual esponses. he su ey asks ques ions ela ed o
pa icipan s’ e-comme ce, compu e , and in e ne ac i i y be o e and a e he s a o he pandemic. in
ou s udy, we pa icula ly analyze esponses o he ollowing su ey ques ion:
Compa ed o be o e he COVID-19 pandemic, a e you cu en ly engaging in he ollowing ac i i ies (i.e.
o de ing g oce ies online) mo e o en, less o en, o abou he same?
in o he wo ds, he pa icipan s a e asked o e lec on he equency o engaging in Ogs (a e he
s a o he pandemic) as compa ed o be o e he s a o he pandemic. he su ey does no eco d he
exac amoun o consume spending on g oce y shopping. esponses om 3611 pa icipan s a e ele-
an o his s udy. his includes pa icipan s who ha e engaged in Ogs ac i i y in he pas , a he ime
o he su ey. able 1 summa izes he demog aphic p o ile o he pa icipan s and shows he coun and
pe cen age o pa icipan s in each demog aphic ca ego y. he di e si y in eco ded demog aphics
enables he analysis o he associa ion be ween a ious ac o s wi h he change in Ogs ac i i y, as com-
pa ed o be o e he s a o he pandemic.
cOgen BUsiness & ManageMen 5
4. Modeling demog aphic ac o s
We p esen an empi ical s a egy o cha ac e ize he associa ion be ween pa icipan s’ demog aphic p o-
iles ci ed in able 1 and he change in Ogs ac i i y, as compa ed o be o e he s a o he pandemic.
We employ a logis ic eg ession model o explo e his associa ion. he model allows us o con ol he
impac o each demog aphic ac o sepa a ely. he model is gi en in he ollowing gene al o m:
logi Inc easedOGS Ac i i y X X X() .= + + +…+
ββ β β
0 11 2 2 1111
(1)
equa ion (1) models he p obabili y o a consume inc easing hei Ogs ac i i y, as compa ed o
be o e he s a o he pandemic. he ollowing coe icien s and ec o s a e used o ep esen demo-
g aphic ac o s:
1. Gende : β1, X1 a e he coe icien and ec o o a emale consume . he con ol g oup ep esen s
male consume s.
2. Employed: β2, X2 a e he coe icien and ec o o an employed consume . he con ol g oup ep-
esen s consume s ha a e no employed.
3. Age: β3, X3 a e he coe icien and ec o o consume s aged be ween 25 and 44 yea s. likewise,
he nex 2 coe icien s and ec o s a e o age g oups: 45-64, and 65 yea s and olde , espec i ely.
he con ol g oup ep esen s consume s aged be ween 15 and 24 yea s.
4. Household income: β6, X6 a e he coe icien and ec o o log o household income in canadian
Dolla s.
5. Educa ion: β7, X7 a e he coe icien and ec o o a consume wi h uni e si y educa ion. he con ol
g oup ep esen s consume s wi h less han uni e si y educa ion.
6. Household size: β8, X8 a e he coe icien and ec o o a consume wi h a household size o wo.
β9, X9 a e o a consume wi h a households o h ee o mo e. he con ol g oup ep esen s house-
holds wi h one membe .
7. Immig a ion s a us: β10, X10 a e he coe icien and ec o o an immig an consume . he con ol
g oup ep esen s non-immig an consume s.
8. Geog aphic: β11, X11 a e he coe icien and ec o o a consume li ing in a u al a ea. he con ol
g oup ep esen s consume s li ing in u ban a eas.
he ollowing sec ion p esen s he modeling esul s. he es ima ed coe icien s o each demog aphic
a iable o e insigh on o he associa ion o demog aphic ac o s wi h he change in Ogs ac i i y as
Table 1. Demog aphic p o ile o su ey pa icipan s.
numbe o obse a ions Pe cen age
gende Male 1612 44.6%
Female 1999 55.4%
age 15 o 24 yea s 181 5.0%
25 o 34 yea s 683 18.9%
35 o 44 yea s 958 26.5%
45 o 54 yea s 613 17.0%
55 o 65 yea s 625 17.3%
65 yea s o olde 551 15.3%
Household annual income $44,119 o less 484 13.4%
$44,120 o $75,321 672 18.6%
$75,322 o $109,431 725 20.1%
$109,432 o $162,799 852 23.6%
$162,800 o mo e 878 24.3%
employmen employed 2500 69.2%
no employed 111 30.8%
Household size Below uni e si y educa ion 1947 53.9%
uni e si y bachelo ’s le el 1664 46.1%
1 pe son household 592 16.4%
2 pe son household 1309 36.3%
3 pe son o mo e household 1710 47.4%
geog aphic indica o u ban 2715 75.2%
Ru al 896 24.8%
immig a ion s a us non-immig an 3126 86.6%
immig an 485 13.4%
his able shows he numbe o obse a ions and he pe cen ages o pa icipan s in di e en demog aphic subg oups.
6 a. aBDUlhUssein e al.
compa ed o be o e he s a o he pandemic. la e in his s udy, sec ion 6 in oduces a heo e ical
amewo k o in e p e he empi ical esul s om he lens o aM3.
5. Resul s and discussion
We p esen he model es ima e esul s based on eq. (1) and discuss he demog aphic ac o s associa ed
wi h he inc ease o Ogs ac i i y a e he s a o he pandemic. able 2 shows he coe icien es ima es,
s anda d e o s, p- alue, and odds a ios (O ) o a iables ep esen ing di e en demog aphic ac o s in
eq. (1). each ow p esen s he coe icien es ima es o each a iable in he gi en model. he signi icance
o each coe icien is no ed based on he gi en p- alue. We limi he analysis o esul s o ac o s wi h
coe icien es ima es wi h s a is ical signi icance (p < 0.05).
as o gende , he esul s in he
1s
ow o able 2 indica e ha in compa ison o male consume s,
emales a e less likely (O = 0.69) o ha e inc eased Ogs ac i i y a e he s a o he pandemic. While
gende is an impo an demog aphic ac o , li e a u e o e s mixed indings ega ding emales’ p e e ence
o online comme ce in gene al (Fa ag e al., 2007; Jalle & Pahwa, 2020). Fo ins ance, in a mo e ecen
s udy, emale consume s a e ound o be associa ed wi h a lowe adop ion a e o online shopping in
gene al. some li e a u e inds ha male consume s enjoy a simple buying decision p ocess compa ed
o emales, and online shopping o e s his simplici y; hence he highe adop ion a e (lubis, 2018). as
o gende -based ends in Ogs, be o e he pandemic, emale consume s ha e been ound o demon-
s a e less likelihood o engaging in Ogs due o hei nega i e pe cep ion o he in e ne expe ience and
pe cei ed e-shopping complexi y (Fa ag e al., 2007). in sum, he lack o in es iga ion on Ogs- ela ed
ac i i ies is a key mo i a ion o ou s udy. in sec ion 6, we in oduce a amewo k ha allows us o
model ac o s ela ed o he e-comme ce channel and o e mo e subs an i e in e p e a ion.
age is ano he s a is ically signi ican ac o in ou model es ima es. as compa ed o he e e ence
g oup o consume s be ween he age o 15 o 24 yea s, consume s in he nex age b acke exhibi an
inc eased likelihood o inc eased Ogs ac i i y. howe e , his inc ease dwindles wi h olde ages: O =
1.68, o he 25-44, O = 1.61 o 45-64, and O = 1.51 o 65 and plus, espec i ely. a s udy conduc ed
in 2005 in he Us wi h da a om 784 consume s, o e s simila indings o hese age g oups (hansen,
2005a). hey ound ha consume s unde 25 yea s in age engaged he leas in Ogs. Ogs ac i i y hen
inc eased wi h age o peak a 40-45 yea s, and declined s eadily. O he s udies om singapo e and
Poland con i m his end (hui & Wan, 2009; g zybowska-B zezisk & udzewicz, 2016). i is, howe e , a
bi mo e in e es ing o he nex age b acke . Ou indings show he elde ly g oup (65+) o ha e a highe
likelihood o inc eased Ogs ac i i y compa ed o he much younge con ol g oup. his con adic s ind-
ings in li e a u e ha o e e idence o low Ogs adop ion o o his g oup due o hei lowe compu e
compe ency (hu e ska e al., 2018) in ac , ou heo e ical in e p e a ion la e in sec ion 6 ag ees wi h
li e a u e. howe e , we hink ha he inc eased likelihood p esen ed he e (O = 1.51), maybe con ibu ed
o his g oup’s ulne abili y o heal h isk du ing he pandemic, and lack o mobili y.
Table 2. Resul s o logi eq. (1).
Va iable es ima e (s d e ) p-Values oR
Female −0.370*** (0.075) <0.001 0.69
employed 0.310*** (0.097) 0.001 1.36
25 o 44 yea s old 0.519*** (0.171) 0.002 1.68
45 o 64 yea s old 0.479** (0.172) 0.028 1.61
65 yea s o olde 0.410** (0.192) 0.033 1.51
Household income 0.093** (0.048) 0.050 1.10
uni e si y educa ion 0.194** (0.079) 0.013 1.21
Household size o 2 pe son 0.062+ (0.114) 0.587 1.06
House size o 3 o mo e 0.074+ (0.116) 0.520 1.08
immig an −0.312*** (0.109) 0.004 0.73
Ru al −0.031+ (0.089) 0.725 0.97
he able shows es ima ed coe icien s, s anda d e o s, p- alues, and odds a ios (oR). he ows indica e di e en demog aphic ac o s in he
model. .
cOgen BUsiness & ManageMen 7
he es ima es co esponding o he associa ion o he log o household income is gi en in he
6 h
ow
o able 2. Fo e e y o de o magni ude inc ease in household income, a consume is 1.10 imes mo e
likely o ha e inc eased Ogs ac i i y a e he pandemic. highe income has long been a ibu ed o a
highe pu chasing powe gene ally, including online shopping channels (gong e al., 2013; lubis, 2018).
Mo e speci ically, a p e-pandemic s udy in he Us ound household income o be linked wi h a highe
a es o Ogs adop ion (hansen, 2005a). Many o he au ho s co obo a e hese indings (Mo ganosky &
cude, 2000; B ashea e al., 2009). We asse ha highe -income households may ha e ound i mo e
e ec i e, and less isky o o de g oce ies online, du ing he pandemic. Many online g oce y ou le s
cha ge deli e y and se ice ees, and hence, he highe income cushion acili a ed inc eased Ogs ac i i y
o his g oup, du ing he pandemic.
nex , we u n o employmen s a us. he es ima es in able 2 o β2 highligh he highe likelihood o
exhibi ing inc eased Ogs ac i i y (O = 1.36). his is compa ed o consume s who a e no employed, a
he ime o he su ey. Fu he mo e, he es ima es o hose wi h a bachelo ’s o highe uni e si y deg ee
a e signi ican ly mo e likely o ha e inc eased Ogs ac i i y a e he s a o he pandemic, as compa ed
wi h consume s wi h less educa ion (O = 1.21). hese indings con o m o he widely explo ed hypo h-
esis in he li e a u e ha employmen and educa ion can be used as a p oxy o income (Da in-Ma sson
e al., 2017). Be o e he pandemic, many au ho s ound employmen and educa ion o be posi i ely
associa ed wi h a highe likelihood o Ogs (Van D oogenb oeck & Van ho e, 2017; ku nia, 2003). We add
ha mo e educa ed consume s may be mo e awa e o he heal h isks associa ed wi h in-pe son shop-
ping, and hence eso ed o Ogs.
he las s a is ically signi ican ac o in able 2 is immig a ion s a us. consume s who a e conside ed
immig an s a he ime o he su ey a e less likely o ha e inc eased Ogs ac i i y (O = 0.73), compa ed
o non-immig an consume s. o he bes o ou knowledge, he e is no s udy linking immig a ion s a us
wi h e-comme ce ends du ing he pandemic. howe e , in he pas , a s udy in o on o, canada, ound
ha immig an s om chinese backg ounds demons a e a s ong p e e ence o chinese supe ma ke s
(Wang & lo, 2007). se e al o he s udies ha e shown ha immig an s, in immig an economies o he
han canada, exhibi p e e ence o shop om e hnic supe ma ke s (Pa ze & as lei hne , 2018; sege
e al., 2014). he au ho s a gue ha i em ele ance, nos algia, and di e si y may ha e con ibu ed o his
p e e ence. We assume ha such a end ca ies in canada as well. howe e , in canada, many such
supe ma ke s a e limi ed o local geog aphy o ha e a smalle business p esence. hence, o e ing Ogs
capabili ies may be beyond hei business model capaci y. his may ha e caused he lowe Ogs ac i i y
by immig an s a e he s a o he pandemic.
6.Theo e ical amewo k
We now o e u he analysis o ou p e ious indings om a heo e ical lens. Fi s , we in oduce he
o iginal echnology accep ance Model ( aM), as p esen ed by F ed Da is se e al decades ago (Da is,
1985). nex , we e iew applica ions o he model in gene al, and speci ically in online consume beha io
analysis. Va ious ex ensions o aM a e hen discussed and a jus i ica ion o he use o he ex ended
e sion, aM3, is p o ided. We hen map a ious aM3 cons uc s wi h da a a ailable o us om he
su ey, o o e an insigh in o consume Ogs ac i i y. las ly, we p esen he esul s o ou empi ical
modeling o aM3 and o e a heo e ical in e p e a ion o he indings in sec ion 5.
6.1 De ini ion and applica ions
al hough he o iginal o mula ion o aM is linked o he heo ies o planned beha io and easonable
ac ion, he model has ex ended o o e insigh in o he de e minan s o human beha io s owa d a
sys em. he model hen became dominan in assessing ac o s impac ing use accep ance (o ejec-
ion) o a echnology. in i s mos basic o m, aM es ablishes wo key cons uc s impac ing he accep-
ance o a sys em by a use : (1) pe cei ed use ulness (PU), and (2) pe cei ed ease o use (PeOU) (Da is,
1985). PU is de ined as he le el o belie ha a human has abou he bene i hey a e ecei ing om
using a sys em (Da is, 1989). PeOU is abou he le el o belie ha a consume has abou he ease o
use and com o le el when using a sys em. in o he wo ds, consume s decide o accep (o ejec )
14 a. aBDUlhUssein e al.
emale consume ’s highe pe cep ion o isk is ound o be associa ed wi h a lowe willingness o
shop online (ga ba ino & s ahile i z, 2004; g i in & Viehland, 2011). hese con o m wi h ou
indings.
• Household income: he posi i e alues o (β6) a e s a is ically signi ican in all columns co esponding
o aM3 cons uc s. We in e ha a consume wi h a highe income is posi i ely linked wi h he accep-
ance o use he sys em. his highligh s ou ea lie indings in able 2 which associa e highe -income
consume s wi h a highe likelihood o inc eased Ogs ac i i y (O = 1.10). in he li e a u e, highe -income
consume s a e also ound o pe cei e lowe isk wi h online shopping (g i in & Viehland, 2011). his
is in line wi h ou es ima es o β6 o P i acy_ce ain y. highe compu e compe ency is also es ab-
lished o be an enable o online shopping o consume s wi h a highe income (y Monsuwé e al.,
2004). his co obo a es ou indings o β6 o in _skills and sW_skills.
• Educa ion: he posi i e alues o (β7) a e s a is ically signi ican in all columns co esponding o
aM3 cons uc s. We in e ha a consume wi h a uni e si y educa ion is posi i ely linked wi h he
accep ance o use he sys em. his highligh s ou ea lie indings in able 2 which associa es
uni e si y-educa ed consume s wi h a highe likelihood o inc eased Ogs ac i i y as compa ed wi h
hose who a e o he wise (O = 1.21). Fo ins ance, ou high es ima es o β7 in in _skills and sW_
skills is in line wi h he ag eeable asse ion ha educa ed consume s enjoy a s onge compu e
sel -e icacy, enabling as e adop ion o e-comme ce ac i i y (aldousa i e al., 2016).
• Immig a ion s a us: he nega i e alues o (β10) a e s a is ically signi ican in all columns co e-
sponding o aM3 cons uc s. We in e ha being an immig an consume is nega i ely linked wi h
he accep ance o use he sys em. his highligh s ou ea lie indings in able 2 which associa es
immig an consume s wi h a lowe likelihood o inc eased Ogs ac i i y as compa ed wi h
non-immig an s (O = 0.73). his g oup’s lack o expe ience wi h online shopping (β10 = -0.332 o
ec_ O ), possibly due o he lack o e-comme ce cul u e in he place whe e hey came om, may
ha e con ibu ed o hei lowe adop ion o Ogs ac i i ies, a e coming o canada.
• Employmen : he posi i e alues o (β2) a e s a is ically signi ican in all columns co esponding o
aM3 cons uc s. We in e ha being an employed consume is posi i ely linked wi h he accep ance
o use he sys em. his highligh s ou ea lie indings in able 2 which associa es employed consum-
e s wi h a highe likelihood o inc eased Ogs ac i i y, as compa ed wi h no employed consume s
(O = 1.36).
Table 4. Pa ame e es ima es in he models in eqs. (4),(5),(7), and (8).
es ima e (s d e )
Va iable eC_ o P i acy_Ce ain y in _sKiLLs sW_sKiLLs
Female −0.101*** −0.239*** −0.118*** −0.161***
(0.034) (0.029) (0.014) (0.013)
employed 0.202*** 0.233*** 0.121*** 0.237***
(0.041) (0.035) (0.017) (0.016)
25 o 44 yea s old 0.553*** −0.143** 0.009+−0.227+
(0.080) (0.068) (0.034) (0.32)***
45 o 64 yea s old −0.095+−0.751*** −0.224*** −0.467***
(0.079) (0.067) (0.033) (0.031)
65 yea s o olde −0.637*** −1.281*** −0.448*** −0.653***
(0.084) (0.072) (0.035) (0.034)
Household income 0.264*** 0.057*** 0.038*** 0.070***
(0.022) (0.019) (0.009) (0.009)
uni e si y educa ion 0.592*** 0.399*** 0.303*** 0.453***
(0.036) (0.031) (0.015) (0.015)
Household size o 2 pe son 0.187*** 0.031+0.022+0.027+
(0.047) (0.040) (0.020) (0.019)
House size o 3 o mo e 0.370*** 0.051+0.008+0.036*
(0.051) (0.043) (0.021) (0.020)
immig an −0.332*** −0.100** −0.078*** −0.070***
(0.056) (0.047) (0.023) (0.022)
Ru al 0.003+−0.162*** −0.077*** −0.076***
***p < 0.01, **p < 0.05, *p < 0.1, +p > 0.1.
cOgen BUsiness & ManageMen 15
• Age: 25-44 yea s old: he alues o (β3) a e s a is ically signi ican in wo columns co esponding
o he se and PU cons uc s. he posi i e alues o ec_ O allow us o in e ha being a consume
in his age b acke is posi i ely linked wi h he accep ance o use he sys em, based on expe ience.
his highligh s ou ea lie indings in able 2 which associa es his age b acke wi h a highe likeli-
hood o inc eased Ogs ac i i y, as compa ed wi h consume s aged unde 25 (O = 1.68). howe e ,
he es ima es o (β3) o P i acy_Unce ain y imply a nega i e link wi h he use o he sys em, in
con adic ion o ou indings based on able 2. li e a u e o e s a mixed iew on he ole o pe -
cei ed isk in online shopping o his g oup. Fo ins ance, some esea che s p opose a media ing
e ec o pe cei ed isk on his age g oup, as hey engage in online shopping (Makhi ha & ngobeni,
2021). his maybe due o he wide age ange in his b acke as ou demog aphically-limi ed da a
does no o e s a is ically signi ican empi ical esul s when spli ing his age g oup in o smalle
subg oups. Fu u e esea ch is ecommended o o e insigh o mo e meaning ul age g ouping.
• Age: 65 yea s and olde : he nega i e alues o (β5) a e s a is ically signi ican in all columns co -
esponding o aM3 cons uc s. We in e ha being a consume in his age b acke is nega i ely
linked wi h he accep ance o use he sys em. his con adic s ou ea lie inding in able 2 which
associa es his age b acke wi h a highe likelihood o inc eased Ogs ac i i y, as compa ed wi h
consume s aged unde 25 (O = 1.51). his is an in e es ing inding ha we emphasize he e.
Modeling aM3 cons uc s o in e sys em usage he e is solely based on demog aphic pa ame e s as
ex e nal s imuli. he cOViD-19 ci cums ances exe no in luence on he modeling ou comes. he
gene al inding ha olde consume s exhibi a lowe adop ion o online shopping (less accep ance
o he sys em), in o he wise no mal ci cums ances, due o compu e skills is widely es ablished
(hu e ska e al., 2018). howe e , he ex enua ing pandemic ci cums ances c ea e an unsa e en i on-
men o shop in pe son o his mo e ulne able elde ly consume , and hence ou ea lie model
esul s in able 2 ind his pa icula g oup o exhibi an inc eased likelihood o Ogs ac i i y.
7. Conclusions
he cOViD-19 pandemic c ea es excep ional ci cums ances o shopping due o es ic ions imposed.
Online g oce y shopping (Ogs) se ed as an al e na i e channel, and o some consume s, he only way
o shop o g oce ies du ing he pandemic. consume s wi h di e en demog aphic backg ounds adop ed
Ogs channels di e en ly. his esea ch uses an empi ical s a egy o o e a comp ehensi e insigh o
how such consume g oups engaged in Ogs ac i i ies du ing he cOViD-19 pandemic. his is he i s
s udy in canada o u ilize a ecen ly eleased da ase by s a is ics canada, o conduc his consume
beha io analysis. Unlike li e a u e esea ch, his s udy ocuses on he associa ion o a ious ac o s such
as gende , age, income, employmen , educa ion, household size, and immig a ion s a us wi h inc eased
Ogs ac i i ies as compa ed wi h be o e he pandemic (chang & Meye hoe e , 2021; Music & cha lebois,
2022; Bezi gani & lachapelle, 2021; Meis e e al., 2023). he s udy con ol g oup is a consume ha is:
male, no employed, unde he age o 25 yea s, wi h no uni e si y educa ion, has a household size o 1,
is non-immig an , and li es in an u ban a ea. he esul s unco e ed se e al indings wi h s a is ical sig-
ni icance. a emale (O = 0.69) is less likely o ha e inc eased Ogs ac i i ies. On he o he hand, an
employed (O = 1.36), 25-44 yea old (O = 1.68), uni e si y-educa ed (O = 1.21), and wi h a highe
household income (O = 1.10) is mo e likely o ha e inc eased Ogs ac i i ies. an immig an consume
(O = 0.73) is less likely o ha e inc eased Ogs ac i i ies.
We hen u ned ou a en ion o o e ing an insigh in o he de e minan s o Ogs ac i i y wi h a
heo e ical lens. he da a a ou disposal o e s addi ional in o ma ion abou he su ey pa icipan s
including measu es o compu e skills, pe cei ed isk, and expe ience wi h online shopping. as such, we
u ilize an ex ension o he echnology accep ance Model ( aM) in cons uc ing a heo e ical in e p e a-
ion o ou p e ious empi ical indings (Da is, 1985). he esul s con i med ou p e iously es ablished
associa ions be ween consume demog aphics and Ogs ac i i ies. an in e es ing inding was e ealed
ega ding he heo e ically unusual beha io s o olde consume s du ing he pandemic. his adds o he
no el con ibu ions o his pape o he widely g owing base o knowledge in pos -pandemic consume
beha io analysis.
16 a. aBDUlhUssein e al.
7.1. Manage ial implica ions
he e a e se e al manage ial implica ions o his s udy. he demog aphic indica o s unco e ed in his
s udy p o ide ma ke e s in he indus y wi h insigh on o cus ome segmen a ion and a ge ing. e en
mo e impo an ly, he applica ion o aM3 in ou modeling sheds ligh on he associa ion o se e al
la en consume cha ac e is ics wi h Ogs beha io . his includes consume compu e skills, p i acy isk,
and expe ience wi h he sys em. his p o ides u he insigh on o cus ome a ge ing. Fo ins ance,
ma ke e s may wan o ocus hei ma ke ing campaigns in a manne ha educes pe cei ed isk when
a ge ing emale consume s. likewise, Ogs po al designe s may wan o conside he impo ance o
compu e skills and ease o use when a ge ing he elde ly. We asse ha in es men in de eloping a
ma ke ing s a egy based on aM3 cons uc s may be cos -e ec i e. he indings he e add o ongoing
esea ch explo ing online shopping in en ions based on non-obse able ai s (Moslehpou e al., 2018).
7.2. Limi a ions
he e a e se e al limi a ions ha can be exploi ed o u u e esea ch. Ou analysis is based on a
c oss-sec ional da a collec ed a a poin in ime ha compa es Ogs ac i i y o a e and he pandemic.
Mo e subs an i e indings can be p o ided om ime-se ies collec ed da a o e mul iple poin s in ime.
Fu he mo e, he da ase used he e does no p o ide amoun s spen on Ogs. such in o ma ion can
p o ide u he insigh . also, mo e da a can be collec ed o model o he aM3 cons uc s such as com-
pu e anxie y, pe cei ed enjoymen , and objec i e usabili y. such cons uc ions can shed mo e ligh on
he obse ed consume beha io .
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
Abou he au ho s
Ali AbdulHussein, he ecei ed his MBa om simon F ase Uni e si y and Mas e ’s o compu e enginee ing om he
Uni e si y o B i ish columbia, Vancou e . he has in e es ed in da a analy ics, consume beha io , and echnology
adop ion.
S anko Dimi o , Peng, PhD, is a P o esso in Managemen sciences a he Uni e si y o Wa e loo. his esea ch p i-
ma ily ocuses on he in e ace o ope a ions esea ch and in o ma ion sys ems.
B ian Cozza in has a Ba and Msc in ag icul u al economics om he Uni e si y o guelph. his PhD is om he
Uni e si y o illinois, U bana-champaign. Be o e coming o Wa e loo B ian was a esea ch economis a ag icul u e
and ag i-Food canada.
Funding
his wo k was suppo ed om he na u al sciences and enginee ing esea ch council o canada (nse c).
Da a sou ces
his esea ch was suppo ed by unds o he canadian esea ch Da a cen e ne wo k (c Dcn) om he social
sciences and humani ies esea ch council (ssh c), he canadian ins i u e o heal h esea ch (cih ), he canadian
Founda ion o inno a ion (cFi), and s a is ics canada. al hough he esea ch and analysis a e based on da a om
s a is ics canada, he opinions exp essed do no ep esen he iews o s a is ics canada.
ORCID
ali abdulhussein h p://o cid.o g/0000-0002-9981-4412
s anko Dimi o h p://o cid.o g/0000-0003-1573-1140
cOgen BUsiness & ManageMen 17
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