Assessment of modal beliefs about using an electronic supermarket

Abstract

36 users of a prototype electronic supermarket answered open ended questions regarding beliefs, social pressures and perceived control relating to the service. Results indicated mainly positive salient beliefs about the service, perceived behavioral control dominated by concerns about the system and the importance of social pressures on usage. Analysis revealed that convenience, time saving and money saving were the primary positive beliefs with lack of sensory cues the primary negative belief. The implications of the study for the use of predictive theoretical models are discussed.