E-grocery continuance among older Malaysians: extending the technology acceptance model with psychological and physical health factors

As the population ages, traditional grocery shopping presents challenges for older adults, increasing food insecurity and reducing independence. E-grocery services provide a viable solution, yet their sustained use remains underexplored. Extending the Technology Acceptance Model, this study examines factors influencing older adults’ continued use of e-grocery services. Key predictors fall into three areas: technological (perceived ease of use and perceived usefulness), psychological (preference of human contact, independent living capabilities and aging in place), and physical health (physical conditions). Data were collected through a quantitative survey of 290 older adults in Malaysia with e-grocery experience. Partial Least Squares Structural Equation Modeling was employed for analysis. Results reveal that perceived usefulness in managing health and fostering independence significantly influences adoption. Notably, aging in place is a key driver, while perceived ease of use and the preference of human contact are less relevant. These findings highlight the need for e-grocery providers to emphasize benefits in health management, autonomy, and quality of life. Understanding these dynamics is crucial for businesses seeking to capture and sustain market share in the aging population.