From Necessity to Pleasure: The Impact of Hedonic Motivation and Performance Expectancy on Acceptance of Online Grocery Shopping Apps in Germany

This study investigates key factors influencing German consumers’ acceptance of online grocery shopping (OGS) apps. Despite the growing popularity of e-commerce, research on OGS app adoption in Germany remains limited. We applied the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to examine factors affecting acceptance and behavioral intention to use OGS apps. A quantitative approach with a convenience sample was employed in Germany. Data analysis involved principal component analysis followed by multiple linear regression analyses using IBM SPSS 28. Results showed that performance expectancy, hedonic motivation, and previous use of OGS apps significantly influenced behavioral intention. The UTAUT2 model’s predictive probability was highest when considering control variables such as gender, age, and previous app use. Our findings contribute to understanding OGS app adoption in Germany and suggest practical implications, including expanding delivery zones to rural areas. This research addresses the knowledge gap in OGS app acceptance in Germany and provides insights for researchers and practitioners in the food retail sector.