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Advances in Social Sciences Research Journal – Vol. 11, No. 2.2
Publication Date: February 25, 2024
DOI:10.14738/assrj.112.2.16432.
Rosli, N. R., Sahudin, Z., & Putit, L. (2024). Consumer Acceptance in Emerging Towards Using E-Grocery Shopping: A Systematic
Literature Review. Advances in Social Sciences Research Journal, 11(2.2). 363-379.
Services for Science and Education – United Kingdom
Consumer Acceptance in Emerging Towards Using E-Grocery
Shopping: A Systematic Literature Review
Noor Reenshafirra Rosli
Faculty of Business and Management, Universiti Teknologi MARA, Malaysia
Zahariah Sahudin
*Corresponding Author: zahariah128@uitm.edu.my
Faculty of Business and Management, Universiti Teknologi MARA, Malaysia
Lennora Putit
Faculty of Business and Management, Universiti Teknologi MARA, Malaysia
ABSTRACT
Online grocery shopping plays an essential part in today’s online market as it is the
most rapidly evolving online shopping category. The main purpose of this paper is
to review the increasing number of studies on online grocery adoption in this area.
Online groceries are used extensively throughout the world, but they are still
relatively new in developing nations like Malaysia. Researchers have studied the
use of online groceries extensively, but some factors influence their adoption. We
retrieved scholarly articles on online grocery adoption published from 2015-2023
through the Scopus and Web of Science (WoS) database. After the screening process,
some papers were excluded due to unmatched criteria. Therefore, 61 previous
papers were reviewed concerning the adapted theories, methodology, and findings.
Therefore, to close the gap, this study's goal is to give an in-depth review of the
factors that influence consumers to adopt online grocery shopping through the
Technology Acceptance Model (TAM) as a baseline model. This suggests in the
future, e-grocery could be an important market for rapid commerce online
shopping services. This paper is built upon a systematic literature review method.
The significant result of this research will help online grocery service providers
plan and increase customer intention to use their products to develop relevant
strategies.
Keywords: Consumer acceptance, behavioral intention, online grocery, e-grocery,
emerging economies.
INTRODUCTION
In recent years, the Internet has become a mandatory facility for everyone’s daily life. People
get connected widely among themselves through the usage of the Internet. The Internet has
made people change their daily lives. This revolution has also become one of the renowned
platforms for people to do online shopping conveniently (Bourlakis, 2008). As stated by
Internet World Statistics (2020), when compared to the global population of Internet users in
2000, there are now over 3 billion Internet users worldwide, showing a 577% increase in
growth.
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Over the past 20 years, e-commerce has completely changed the retail experience and grown
to become one of the largest markets for the exchange of goods and services (Zerbini et al.,
2022). The Covid-19 pandemic, which began in China in December 2019, and spread to the rest
of the world, has increased the likelihood that consumers will change their preferences and
behavioural patterns. Consumer behaviour is shifting away from traditional ways as consumer
interest in technology and online payment sectors grow (Khouloud, 2020). For instance,
switching to internet shopping and selecting different options for delivery and pick-up (Erjavec
and Manfreda, 2022). According to Eriksson and Stenius (2022) there was a shift in consumer
preferences during this period from traditional markets towards online food buying. Online
grocery delivery services, which let customers shop whenever they want and have their
groceries delivered right to their door (Kvalsvik, 2022), are predicted to grow quickly,
especially in the American and European markets (Kian et al., 2019), and by 2025, they will
make up 20% of all market sales in the US (Headrick et al., 2022).
Consumers in Malaysia are showing signs of growth when it comes to Internet shopping. As
stated by Simon and Sarah (2019), 80% of Malaysians mostly shop online for goods and
services. Malaysia's e-commerce market has grown significantly, making it one of the largest
and fastest growing in all of Southeast Asia. The market is projected to grow from $9.2 billion
in 2022 to $16.6 billion in 2026, representing a 16.1% compound annual growth rate (CAGR)
(Dong, 2022). Government initiatives, the rise in the use of mobile internet, and safe online
payment methods have all contributed to this growth (Dong, 2022; MDEC, 2022; MCMC, 2018;
Roger, 2018).
Online grocery or E-grocery was introduced in the United States (US) in 1980 (Kurnia & Chen,
2003). After that, other countries such as Asia, Europe, and Australia follow this technology
(Cosseboom, 2015; Galante, 2013). Bellamy, Kellogg, Richards, and Swart (n.d.) explain online
grocery as a worldwide activity these days and most of the time people use it frequently in their
everyday lives. Online grocery shopping is growing faster in Western countries since they enjoy
using that platform compared to Malaysia. The trend of using E-grocery growing tremendously
because they feel that this service is very convenient as well as saves their time especially for
those who are in the urban area and having a busy daily routine. The European predicted that
the sales will increase from USD 421.9 million in 2020 to USD 546.7 million in 2024, with the
expected annual growth rate of 6.7% (Statista, 2021).
Online grocery trend in Malaysia has been introduced in mid-year 2000 by PasarBorong.com,
SubangGrocer.com and CGdeMart.com (Payter & Lim, 2001). These companies have provided
the services, namely delivery of the goods to the consumer’s doorstep within 24 hours that
includes products such as fresh meat and fresh seafood. However, due to the lack of the internet
connection at that time and the awareness of using e-grocery platform, people tend to use
traditional ways to buy their needs at any physical stores in Malaysia. Due to Movement Control
(MCO) in 2019, Malaysians are using e-commerce platforms to buy groceries, daily necessities,
and food items using delivery services. The demand for specific foods, like fruits, vegetables,
meat, seafood, and fish, is constantly rising, so supermarkets and e-commerce sites rely heavily
on the supply of fresh food (Boxme, 2021).
In retrospect, the COVID-19 pandemic has essentially given faltering grocers a new lease of life.
Due to the Movement Control Order (MCO) since March 2020, the business of grocers has
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Rosli, N. R., Sahudin, Z., & Putit, L. (2024). Consumer Acceptance in Emerging Towards Using E-Grocery Shopping: A Systematic Literature Review.
Advances in Social Sciences Research Journal, 11(2.2). 363-379.
URL: http://dx.doi.org/10.14738/assrj.112.2.16432
increased by up to 80% and sales have become stabilized (The Edge, 2020). Besides that, many
struggling grocery retailers who have physical stores saw their companies resurrected because
of the pandemic (Tan, 2020). He reiterated that the development in grocery trade has shown a
positive impact after the MCO was imposed. In addition, to make the statement stronger, 59%
of people started online grocery shopping after MCO began as compared to before MCO began,
which was only 41% (Vodus Insight, 2020). Due to the fear of contracting the virus outdoors,
many people used mobile apps and online businesses to have their weekly groceries delivered
to their homes.
According to a report by Digital Consumer of Tomorrow and Here Today (2020), online
adoption in Malaysia towards categories of groceries increased with the largest spike of 2.2
times. Online shipment for essentials has become widespread, particularly for groceries.
Groceries were the least penetrated online categories but with the arrival of the COVID-19
pandemic from March to May 2021, the grocery segment has its users that make the market
popular.
Researchers have an opportunity to conduct research in this area due to the quick-commerce
industry's rapid development in the e-grocery sector. Malaysian consumers are still shopping
for groceries online, with spending rising by 4.4% to $158.4 million, despite the removal of
COVID-19 lockdowns (Commission Factory, 2023). E-grocery is an essential future market for
online shopping services, as indicated by the report and the discussion that has been presented.
Researchers and practitioners have to pay greater consideration to this phenomenon.
Based on the findings from another systematic review by Dahlberg (2015), studies on online
shopping adoption used models of information technologies like Technology Acceptance Model
(TAM), Theory of Planned Behavior, and Unified Theory of Acceptance and Use of Technology
(UTAUT) as a theoretical base. The authors' systematic literature review (SLR) was carried out
as part of this study to present a thorough summary of previous research. SLR studies have
been conducted in the e-grocery field on multiple occasions.
METHODOLOGY
This section discusses the methods for retrieving articles about e-grocery (online grocery).
Scopus and Web of Science (WoS) were used to conduct a literature search on e-grocery (online
grocery). Several articles related to online grocery acceptance were considered and retrieved
using the funneling method. The article search keyword include as “e-grocery” “online grocery”
“electronic grocery” “online grocery store” and “digital grocery”.
The keyword searches resulted in 131 articles, which were then added to Mendeley for further
screening process through the abstract and full text. The selected articles are from the period
of 2015-2023 because this was the period when the online grocery phenomenon began,
particularly in Malaysia. The articles are then screened for duplications of which, after
removing duplicates, only 65 articles are left. The 65 articles are then filtered to ensure that the
content was relevant to the aims of the study. The process is done by going through the title of
the article, abstract, and full text.
Scopus and Web of Science (WoS) were used to conduct a literature search on e-grocery (online
grocery). Several articles related to online grocery acceptance were considered and retrieved
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Advances in Social Sciences Research Journal (ASSRJ) Vol. 11, Issue 2.2, February-2024
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using the funneling method. The article search keyword include as “e-grocery” “online grocery”
“electronic grocery” “online grocery store” and “digital grocery”.
The keyword searches resulted in 131 articles, which were then added to Mendeley for further
screening process through the abstract and full text. The selected articles are from the period
of 2015-2023 because this was the period when the online grocery phenomenon began,
particularly in Malaysia. The articles are then screened for duplications of which, after
removing duplicates, only 65 articles are left. The 65 articles are then filtered to ensure that the
content was relevant to the aims of the study. The process is done by going through the title of
the article, abstract, and full text.
Figure 1: The screening process for literature review on online grocery
ANALYSIS OF THE STUDY
At the end of the screening process, 21 papers were successfully obtained and considered
sufficient for final review. The quantitative approach to this study on proximity based on online
grocery was dominant. The details of the past studies are summarized and presented in Table
1 below.
Table 1: Sources and number of publications by journal
Sources Country Theory Independent Variables Mediator Dependent
Variables
Aslam et al.
(2017)
Pakistan Technology
Acceptance
Perceived security(ns),
Perceived compatibility
Attitude
towards
Intention to
use
Identified searching through a
scientific database
65 meet the criteria
131 articles filtered
21 articles review
131 articles from 2015-2023:
Abstract Screening at first stage
Inclusion (1) In the form of a
journal or proceeding (2) • Can be
accessed for free (open access) (3)
Written in English (4) Within in
social science field
Exclusion (1) Discuss the use of e- grocery from a point of view other
than consumers (2) Student’s
thesis or dissertation (3) Not
strongly related to online grocery
adoption
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Rosli, N. R., Sahudin, Z., & Putit, L. (2024). Consumer Acceptance in Emerging Towards Using E-Grocery Shopping: A Systematic Literature Review.
Advances in Social Sciences Research Journal, 11(2.2). 363-379.
URL: http://dx.doi.org/10.14738/assrj.112.2.16432
Model (TAM) (sig), Perceived usefulness
(sig), Perceived ease of
use(ns), Subjective norm
(sig)
usage (sig)
Busu et al.
(2018)
Malaysia Technology
Acceptance
Model (TAM),
Diffusion of
Innovation
(DOI)
Perceived usefulness (sig),
Perceived ease of use(ns),
Compatibility (sig),
Perceived cost (sig),
Additional value(ns),
Personal
innovativeness(ns), NFC
related knowledge(ns),
Concern on theft/fraud/
Intention to
adopt
Klepek, M.
(2018)
Czech
Republic
Technology
Acceptance
Model (TAM)
Perceived usefulness (sig),
Perceived ease of use (sig)
Intention to
use
Ng and Mei
(2019)
Malaysia Technology
Acceptance
Model (TAM)
Convenience (sig),
Confidential(ns), Social
influence (sig)
Perceived
usefulness
Driediger, F., &
Bhatiasevi, V.
(2019)
Thailand Technology
Acceptance
Model (TAM)
Perceived usefulness (sig),
Perceived ease of use (sig)
Intention to
use
Singh, R., &
Rosengren, S.
(2020).
Thailand Technology
Acceptance
Model
(TAM), Push- Pull-Mooring
Customer Services(sig)
Delivery Product(sig)
Price Perception(sig)
Technical Issue(sig)
Switching Cost(ns)
Past Switching(sig)
WOM (sig)
Alternative Attraction(sig)
Intention
Rantung et al.
(2020)
Indonesia Technology
Acceptance
Model (TAM)
Perceived usefulness (sig),
Perceived ease of use (sig)
Intention to
use
Abenoh, N.
’Aini. (2020).
Malaysia Technology
Acceptance
Model (TAM)
Perceived usefulness (sig),
Perceived ease of use (sig)
Intention to
use
Rayesa (2020) Indonesia Theory of
Planned
Behavior (TPB)
Attitude Toward Behavior
(sig)
Subjective Norm(sig)
Perceived Behavior
Control(sig)
Purchase
Intention
Purchase
Behavior
Jefri, R. (2021). Indonesia E-Services
Quality
Convenience(sig)
Customization(sig)
Security(sig)
Web Appearance(sig)
Repurchase
intention
Marina (2022) Indonesia Technology
Acceptance
Model (TAM)
Perceived usefulness (sig),
Perceived ease of use (sig)
Perceived Risk(sig)
Intention to
use
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Social Influence(sig)
Visibility(sig)
Compatibility(sig)
Asma Ghenai
(2022)
Qatar Unified theory
of acceptance
and use of
technology 2
(UTAUT 2)
Perceived Expectancy(sig)
Effort Expectancy(ns)
Social Influence(sig)
Facilitating Conditions(sig)
Perceived Trust(sig)
Perceived Risk(sig)
Sensory Simulation(sig)
Loss of Perceived
Enjoyment(ns)
Adoption
Anshu, K.
(2022)
India Multi Attribute
Utility Theory
(MAUT)
Convenience(sig)
Product Experience(sig)
Privacy & Security(sig)
Delivery Experience(sig)
Attitude Repurchase
Intention
Gomes, S., &
Lopes, J. M.
(2022)
Portugal Technology
Acceptance
Model
(TAM),
Expectation
Confirmation
Model (ECM)
Academic
Qualifications(sig)
Age(sig)
Annual Income
Consumer (sig)
Behavior towards Food and
Beverages(sig)
Gender(ns)
Online
Grocery
Shopping
Experience
Intention to
Purchase
Khurana
(2023)
India Technology
Acceptance
Model
(TAM), Theory
Reasoned
Action (TRA)
Perceived Ease of Use(sig)
Perceived Usefulness(sig)
Behaviour
Intention
Actual Usage
Guroy (2023) Turkey Social Impact Informative Role(sig)
Normative Role(sig)
Intention to
purchase
Yap (2023) Malaysia Technology
Acceptance
Model
(TAM)
Perceived Ease of Use(sig)
Perceived Usefulness(sig)
Intention to
use
Monoarfa
(2023)
Indonesia Technology
Acceptance
Model
(TAM), Push- Pull-Mooring
Perceived Usefulness(sig)
Perceived Ease of Use(sig)
Perceived Value(sig)
Health Consciousness(sig)
Personal
Innovativeness(sig)
Mooring Switching
Intention
Musikavanhu,
T.B. &
Musakuro
(2023)
India Technology
Acceptance
Model
(TAM)
Perceived Usefulness(ns)
Perceived Ease of Use(ns)
Perceived Risk(ns)
Perceived Cost(sig)
Perceived Image
Barrier(ns)
Behavior
Intention to
adopt
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Rosli, N. R., Sahudin, Z., & Putit, L. (2024). Consumer Acceptance in Emerging Towards Using E-Grocery Shopping: A Systematic Literature Review.
Advances in Social Sciences Research Journal, 11(2.2). 363-379.
URL: http://dx.doi.org/10.14738/assrj.112.2.16432
Visibility(ns)
Social Attractiveness(ns)
Gaire, B., &
Maharjan, S.
(2023)
India Extended of
TAM
Perceived Usefulness(ns)
Perceived Ease of Use(ns)
Perceived Risk(sig)
Perceived Enjoyment(sig)
Perceived Cost(sig)
Subjective Norm(sig)
Attitude Behavior
Intention
Mastana
(2023)
Thailand Technology of
Acceptance
(TAM)
Perceived Utility(sig)
Perceived Ease of Use (sig)
Accessibility(sig)
Security Perception (sig)
Shipment Services(sig)
Intention
Note: Sig=significant, ns= not significant
RESULT AND DISCUSSION
Publication Source and Number of Publications by Journal
This section summarizes the results of a systematic review of 65 e-grocery acceptance based
on empirical studies on e-grocery. Table 2 shows the selected articles by the journals. The total
number of papers obtained from journals was 54. The majority of articles were published in the
International Journal of Academic Research in Business and Social Sciences, the Journal of
Retailing and Consumer Services, and the International Journal of Business Innovation and
Research while others published one article only.
Table 2: Sources and number of publications by journal
Name of journal No of publications
Smart Innovation, Systems and Technologies 1
Journal of Public Affairs 1
The Journal of Organizational Management Studies 1
International Journal of Academic Research in Business and Social Sciences 2
Agricultural Social Economic Journal 1
Journal of Food Products Marketing 1
Turkish Journal of Computer and Mathematics Education (TURCOMAT) 1
Journal of Retailing and Consumer Services 2
Procedia Economics and Finance 1
International Review of Retail, Distribution and Consumer Research 1
Progress in Physical Geography 1
Research in Transportation Economics 1
International Journal of Business Innovation and Research 2
Canadian Journal of Agricultural Economics 1
International Journal of Networking and Virtual Organisations 1
Behaviour and Information Technology 1
Uncertain Supply Chain Management 1
Journal of Research in Business, Economics, and Education 1
Journal of Global Business Insights 1
Journal of Business Management 1
Pakistan Business Review 1
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Journal of Critical Reviews 1
International Journal of Electronic Marketing and Retailing 1
Encyclopedia of E-Commerce Development, Implementation, and Management 1
International Journal of Economics 1
Management Science Letters 1
Asian Journal of Economics, Business and Accounting 1
Computers in Human Behavior 1
IOSR Journal of Business and Management 1
International Journal of Education and Development using Information and
Communication Technology
1
Asia Pacific Journal of Marketing and Logistics 1
Journal of Sociological Research 1
International Journal of Business and Social Science 1
Technological Forecasting and Social Change 1
Asia Pacific Education Review 1
Journal of Islamic Marketing 1
International Journal of Scientific and Technology Research 1
Dynamics of Public Administration 1
International Journal of Accounting, Finance and Business 1
International Journal of Supply Chain Management 1
International Journal and Professional 1
Travel Behavior and Society 1
British Food Journal 2
South African Journal of Information Management 1
International Management Review 1
Journal of Survey in Fisheries Sciences 1
International Journal of Computations, Information and Manufacturing (IJCIM) 1
European Research Studies Journal 1
International Journal of Engineering and Management Research 1
Jurnal Manajemen Dewantara 1
Total 54
Publication Source and Number of Publications by Proceeding
Table 2 shows the distribution of e-grocery (online grocery) publications in conference
proceedings. The majority of conference papers were published once in every different
conference.
Table 3: Source and number of publications by proceedings
Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech
2020
1
Proceedings of IOE Graduate Conference 1
Procedia Computer Science 2
Procedia Computer Science 1
IOP Conference Series: Materials Science and Engineering 1
International Conference on Digital Marketing 1
Proceedings of the Annual Hawaii International Conference on System Sciences 1
CBU International Conference Proceedings 1
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Rosli, N. R., Sahudin, Z., & Putit, L. (2024). Consumer Acceptance in Emerging Towards Using E-Grocery Shopping: A Systematic Literature Review.
Advances in Social Sciences Research Journal, 11(2.2). 363-379.
URL: http://dx.doi.org/10.14738/assrj.112.2.16432
Total 9
THEORIES/FRAMEWORK USED IN E-GROCERY ACCEPTANCE STUDIES
Table 4 summarizes the theories, frameworks, and models that have been used as the basic
theories in e-grocery (online grocery) acceptance research. As shown in Table 4, The
Technology Acceptance Model (TAM) is the most often used theory by researchers in e-grocery
(online grocery) studies with 27 articles. The second most popular adoption model is UTAUT 2
with 7 articles. Theory of Planned Behavior (TBP) has 3 articles and the Innovation Decision
Model only has 1 article.
Table 4: Theories/ Framework
Theories/ Framework
used in E-grocery (online
grocery) acceptance
studies
No of
Publications
References
Technology Acceptance
Model (TAM)
27 J.Li (2019), Y.Zhang (2018), K.Hunafa (2018), W. Aslam
(2017), T.Chi (2018), A.Bailey (2017), M. Lau (2019), J.Lee
(2019), Fabian Driedigera, Veera Bhatiasevib (2019), Sherah
Kurnia & Ai-Wen Jenny Chien (2003), Radka Bauerová1 &
Martin Klepek (2018), Naveed Ahmad Faraz (2018), Sri
Rejeki Ekasasi (2020), ‘Aini Abenoh (2020), Norfezah Md
Nor (2016), Fitranty Adirestuty (2020), Marina (2022),
Nguyen (2019), Olawale Fatoki (2020), Ryadi (2021),
Kurniasari & Riyadi (2021), Mastana (2023), Asgari, H.,
Azimi, G., Titiloye, I., & Jin, X. (2023). Bruwer, L. A., Madinga,
N. W., & Bundwini, N. (2022), Bhatia, G. J. (2023), Khurana,
Dr. P., Arora, Dr. M., & Gupta, Ms. J. (2023), Purohit, H.,
Kalra, D., & Nair, H. K. G. (2023)
Extended of TAM2 1 Gaire, B., & Maharjan, S. (2023)
UTAUT 3 Yeganegi, R., & Elias, N. F. (2016), Chen (2021), Titiloye
(2023)
UTAUT 2 7 Droogenbroeck, E. Van, & Van Hove, L. (2021). An (2016),
M. Hussain (2019), C. Chen (2019), N. Sobti (2019), R. Wu
(2017), Tang, M. B., Dieo, B. A., Suhaimi, M. K. A. M., &
Andam, J. L. A. (2022).
Theory of Planned
Behavior (TBP)
3 Hansen (2004), Mohammad, M., & Szigeti, O. (2023),
Mawardi, N. K., & Rahmaningtyas, A. (2023).
Innovation Decision Model 1 Zolfaghari, A., Thomas-Francois, K., & Somogyi, S. (2023).
CONCLUSION
The systematic literature review evaluates e-grocery (online grocery) acceptance studies from
year 2015 to 2023, with an emphasis on TAM as the base method. The data was collected from
Scopus and Web of Science (WOS), two well-known online databases. The purpose of this study
is to offer a critical analysis of the factors that drove the rapid growth in the use and adoption
of e-grocery services. 21 papers were finally reviewed by the researcher as a final paper that
meets the criteria for adoption of online grocery.
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The study's findings also point to the variables that affect consumers' adoption and usage of e- grocery services. Based on adaptations from TAM theory, perceived usefulness and ease of use
are the most frequently occurring factors across the 21 primary studies. The results of this
study also identify what factors influence consumers to adopt and use e-grocery services. The
most common factors found among the 21 primary studies are Perceived Ease of Use and
Perceived Usefulness, which are adapted from TAM theory.
According to research, the TAM-based model is still a well-liked and frequently applied
predictor of online grocery intention and usage behavior. This viewpoint, however, is unable to
provide a convincing explanation for why online grocery shopping is not yet widely used in
developing nations. Furthermore, the phenomenon of consumer rejection persists even in
developed nations because online groceries services lack a common standard and there are
inconsistencies across systems.
The overall goal of focusing on current studies is to provide an overview of the constructs and
models that have been employed in previous online grocery research. Due to the system's
omnipresent nature, additional technologies and offerings may be added in the near future as
the area of online groceries continues to expand. As a result, future research could include using
the proposed model in an actual study to investigate e-grocery acceptances in Malaysia.
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Rosli, N. R., Sahudin, Z., & Putit, L. (2024). Consumer Acceptance in Emerging Towards Using E-Grocery Shopping: A Systematic Literature Review.
Advances in Social Sciences Research Journal, 11(2.2). 363-379.
URL: http://dx.doi.org/10.14738/assrj.112.2.16432
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