Grocery Shopping via T-Commerce in Korea: New Shopping Channel Adoption Behavior Based on Prior E-Commerce Experience
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The main goal of this study is to investigate the willingness to adopt t-commerce for grocery shopping in South Korea. This study examines the e-commerce experiences and differences among consumer behaviors based on. The sample was divided into two groups: one group with online grocery shopping experience and one group without online grocery shopping experience. The groups were compared to identify differences in willingness to adopt t-commerce as a new shopping medium. The two groups showed different motivations for t-commerce-based grocery shopping based on their previous shopping experience.