The beta test of an electronic supermarket

This paper presents findings of a beta test of an electronic supermarket. I t first reports qualitative information elicited during interviews and focu s groups conducted with the beta test user group. A total of 57 users who h ad tested the system participated in the qualitative component of the study . Interviews and focus groups addressed what the users considered the best and worst features of the system and what things they would do differently if they were the management of the electronic supermarket. Results generate d a number of suggestions for improvement and concerns. Interestingly, it b ecame apparent that the electronic supermarket, rather than being considere d an impersonal form of shopping, was considered a very personalized form o f shopping, akin to the corner grocery market. The paper then reports the r esults of a quantitative survey that aimed to predict intentions to use the electronic supermarket are reported. Construct measurement was loosely bas ed on the technology acceptance model, a derivative of the theory of reason ed action, and further supplemented by industry specific relevant construct s. Constructs tapped, therefore, consisted of perceived usefulness, enjoyme nt, peer-group norms, usability and perceptions of the electronic shopping experience. Biographical and situational data were also recorded. Analysis was conducted on 64 completed questionnaires. Results indicated a high leve l of intention to use the system in the future. Not surprisingly, many of t he hypothesised predictors of intention to use the system were inter-correl ated. Multivariate regression analyses revealed, however, that two variable s contributed significantly to the intention to use the system in the futur e: enjoyment in using the system and peer-group norms, together accounting for 61% of the valiance in intentions to use the system in the future. The implications of the research for theory and practice are discussed. The pap er concludes by presenting a theoretical model of the factors identified as being important in the use of electronic supermarkets. (C) 1998 Elsevier S cience B.V. All rights reserved.