Demographic analysis of online grocery shopping during the COVID-19 pandemic: a theoretical perspective with an expanded technology acceptance model

Figures & data

Table 1. Demographic profile of survey participants.

		Number of observations	Percentage
Gender	Male	1612	44.6%
	Female	1999	55.4%
Age	15 to 24 years	181	5.0%
	25 to 34 years	683	18.9%
	35 to 44 years	958	26.5%
	45 to 54 years	613	17.0%
	55 to 65 years	625	17.3%
	65 years or older	551	15.3%
Household annual income	$44,119 or less	484	13.4%
	$44,120 to $75,321	672	18.6%
	$75,322 to $109,431	725	20.1%
	$109,432 to $162,799	852	23.6%
	$162,800 or more	878	24.3%
Employment	Employed	2500	69.2%
	Not employed	111	30.8%
Household size	Below university education	1947	53.9%
	University bachelor’s level	1664	46.1%
	1 person household	592	16.4%
	2 person household	1309	36.3%
	3 person or more household	1710	47.4%
Geographic indicator	Urban	2715	75.2%
	Rural	896	24.8%
Immigration status	Non-immigrant	3126	86.6%
	Immigrant	485	13.4%

This table shows the number of observations and the percentages of participants in different demographic subgroups.

Table 2. Results of logit Eq. (1).

Variable	Estimate (std err)	p-Values	OR
Female $({\beta }_1)$	−0.370*** (0.075)	<0.001	0.69
Employed $({\beta }_2)$	0.310*** (0.097)	0.001	1.36
25 to 44 years old $({\beta }_3)$	0.519*** (0.171)	0.002	1.68
45 to 64 years old $({\beta }_4)$	0.479** (0.172)	0.028	1.61
65 years or older $({\beta }_5)$	0.410** (0.192)	0.033	1.51
Household income $({\beta }_6)$	0.093** (0.048)	0.050	1.10
University education $({\beta }_7)$	0.194** (0.079)	0.013	1.21
Household size of 2 person $({\beta }_8)$	0.062^+ (0.114)	0.587	1.06
House size of 3 or more $({\beta }_9)$	0.074^+ (0.116)	0.520	1.08
Immigrant $({\beta }_{10})$	−0.312*** (0.109)	0.004	0.73
Rural $({\beta }_{11})$	−0.031^+ (0.089)	0.725	0.97

The table shows estimated coefficients, standard errors, p-values, and odds ratios (OR). The rows indicate different demographic factors in the model. $***p<0.01,**p<0.05,*p<0.1,{}^{+}p<0.1$.

Figure 1. Demographic factors as stimuli to measures influencing TAM3 constructs.

Table 3. Item fitness test with Chi-quare estimates, for items in the model in Eq. (3)(3) $$p(X_i=\mathit{\text{yes}}|\theta ,a,b)=\frac{e^{a(\theta -b)}}{1+e^{a(\theta -b)}}$$(3) .

SW_SKILLS Items	${\chi }^2$	$\mathit{\text{Pr}}\hspace{0.17em}(>{\chi }^2)$	INT_SKILLS Items	${\chi }^2$	$\mathit{\text{Pr}}\hspace{0.17em}(>{\chi }^2)$
DS_020A	311.1837	0.8317	DS_030A	283.6947	0.7921
DS_020B	181.2655	1	DS_030B	732.4338	0.0594
DS_020C	1375.7442	0.2871	DS_030C	304.5110	0.6535
DS_020D	660.8823	0.9208	DS_030D	277.2486	0.297
DS_020E	802.5530	0.495	DS_030E	595.0551	0.0891
DS_020F	2750.2444	0.5644	DS_030F	348.1387	0.3861
DS_020G	337.5436	0.3663	DS_030G	381.3401	0.0396
			DS_030H	385.9904	0.0198

Table 4. Parameter estimates in the models in Eqs. (4)(4) $${\theta }_{\mathit{\text{SW}}}={\beta }_0+{\beta }_1{X}_1+{\beta }_2{X}_2+\dots +{\beta }_{11}{X}_{11}.$$(4) ,(5)(5) $${\theta }_{\mathit{\text{INT}}}={\beta }_0+{\beta }_1{X}_1+{\beta }_2{X}_2+\dots +{\beta }_{11}{X}_{11}.$$(5) ,(7)(7) $$\mathit{\text{Privacy}}\_\mathit{\text{Certainty}}={\beta }_0+{\beta }_1{X}_1+{\beta }_2{X}_2+\dots +{\beta }_{11}{X}_{11}.$$(7) , and (8)(8) $$\mathit{\text{EC}}\_\mathit{\text{TOT}}=\mathrm{\text{log}}(\mathit{\text{EC}}\_010X+\mathit{\text{EC}}\_020A).$$(8) .

	Estimate (std err)
Variable	EC_TOT	Privacy_Certainty	INT_SKILLS	SW_SKILLS
Female $({\beta }_1)$	−0.101***	−0.239***	−0.118***	−0.161***
	(0.034)	(0.029)	(0.014)	(0.013)
Employed $({\beta }_2)$	0.202***	0.233***	0.121***	0.237***
	(0.041)	(0.035)	(0.017)	(0.016)
25 to 44 years old $({\beta }_3)$	0.553***	−0.143**	0.009^+	−0.227^+
	(0.080)	(0.068)	(0.034)	(0.32)***
45 to 64 years old $({\beta }_4)$	−0.095^+	−0.751***	−0.224***	−0.467***
	(0.079)	(0.067)	(0.033)	(0.031)
65 years or older $({\beta }_5)$	−0.637***	−1.281***	−0.448***	−0.653***
	(0.084)	(0.072)	(0.035)	(0.034)
Household income $({\beta }_6)$	0.264***	0.057***	0.038***	0.070***
	(0.022)	(0.019)	(0.009)	(0.009)
University education $({\beta }_7)$	0.592***	0.399***	0.303***	0.453***
	(0.036)	(0.031)	(0.015)	(0.015)
Household size of 2 person $({\beta }_8)$	0.187***	0.031^+	0.022^+	0.027^+
	(0.047)	(0.040)	(0.020)	(0.019)
House size of 3 or more $({\beta }_9)$	0.370***	0.051^+	0.008^+	0.036*
	(0.051)	(0.043)	(0.021)	(0.020)
Immigrant $({\beta }_{10})$	−0.332***	−0.100**	−0.078***	−0.070***
	(0.056)	(0.047)	(0.023)	(0.022)
Rural $({\beta }_{11})$	0.003^+	−0.162***	−0.077***	−0.076***

***p < 0.01, **p < 0.05, *p < 0.1, +p > 0.1.