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Corner-Shopping: Studying Attitudes and Consumer Behavior on the Cornershop App

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Social Computing and Social Media: Applications in Education and Commerce (HCII 2022)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13316))

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Abstract

Online shopping is one of the most popular online activities worldwide, in 2020, retail e-commerce sales worldwide amounted to 4.28 trillion US dollars and e-retail revenues are projected to grow to 5.4 trillion US dollars in 2022. Cornershop was born in 2015 with an initial capital of US $ 300 thousand. They managed to raise US $ 30 million and in just six years later, and after Uber announced that it would take 100% of the company, it was valued at no less than US $ 3,000 million. The present study aimed to model the continuity of use of the Cornershop app. The proposed model was made up of six latent variables, based on UTAUT2 which 8 hypotheses were proposed to explain the Behavioral Intention (BI) to use Cornershop. To obtain data, a survey was applied through SurveyMonkey, which consisted of 32 questions, intended to measure observable variables associated with the latent constructs of the model, and study the demographic profile of respondent that are users of Cornershop. Based on these results, it is possible to conclude that Performance Expectancy, Habit, Price Value, Hedonic Motivation and Utilitarian Motivation, are statistically significant when predicting Behavioral Intention to use Cornershop. Other results, conclusions, and theoretical and practical recommendations are further discussed along the paper.

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Authors and Affiliations

  1. Universidad Técnica Federico Santa María, Valparaíso, Chile

    Diego Yáñez, Cristóbal Fernández-Robin & Florencia Bohle

Authors
  1. Diego Yáñez
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  2. Cristóbal Fernández-Robin
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  3. Florencia Bohle
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Correspondence to Diego Yáñez .

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Editors and Affiliations

  1. Towson University, Towson, MD, USA

    Gabriele Meiselwitz

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Yáñez, D., Fernández-Robin, C., Bohle, F. (2022). Corner-Shopping: Studying Attitudes and Consumer Behavior on the Cornershop App. In: Meiselwitz, G. (eds) Social Computing and Social Media: Applications in Education and Commerce. HCII 2022. Lecture Notes in Computer Science, vol 13316. Springer, Cham. https://doi.org/10.1007/978-3-031-05064-0_31

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  • DOI: https://doi.org/10.1007/978-3-031-05064-0_31

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-05063-3

  • Online ISBN: 978-3-031-05064-0

  • eBook Packages: Computer ScienceComputer Science (R0)

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