Exploring the Determinants of Consumers Intention to Use Virtual Supermarket

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 purpose of the current study were to investigate factors that affect consumers’ intention to use virtual supermarket, include performance expectancy, effort expectancy, social influence, personal innovativeness, and image vividness. Totally, 380 questionnaires were distributed to Vietnam consumers, that 341 questionnaires were used for the final analysis, which the results from analysis of them based on simple linear regression show that five variables include performance expectancy, social influence, personal innovativeness, and image vividness had a positive and significant effect on consumers' behavioral intention to use virtual supermarket services. 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.