School of Communication and the Arts


Doctor of Philosophy in Communication (PhD)


Robert Mott


Unified Theory of Acceptance and Use of Technology, Online Grocery Shopping, Communication, Trust, Behavioral Intentions, Familiarity




The qualitative study aims to understand the central phenomenon of how trust enhances communication with online grocery shopping for participants who are 25 years and older and are active online grocery shoppers. Venkatesh, Morris, and Davis created a technology acceptance model called Unified created Theory of Acceptance and Use of Technology, which explains the acceptance and use of information systems and communication technology innovations with consumers (Kim et al., 2008; Phillippi et al., 2021). The Unified Theory of Acceptance and Use of Technology is an alternative theoretical model that ties into eight existing user acceptance models: (a) Technology Acceptance Model (Davis, 1989), (b) Diffusion of Innovation Theory (Rogers, 2003), (c) Theory of Reasoned Action (Fishbein & Ajzen, 1975), (d) Motivational Model (Davis et al., 1992), (e) Theory of Planned Behavior (Ajzen, 1985), (f) Decomposed Theory of Planned Behavior (Ajzen, 1985), (g) Personal Computer Usage Model (Triandis, 1979), (h) Social Cognitive Theory (Bandura, 1986). The study’s design included a thematic analysis where 25 participants conducted an in-depth interview to explore the relationship between behavioral intentions, trust, and familiarity related to the Unified Theory of Acceptance and Use of Technology.

Available for download on Friday, August 18, 2023

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