Hur kan en liten butiks acceptans av digitala innovationer påverka den fysiska butikens utmaningar under coronapandemin?

Sammanfattning: In today’s society, digital innovations are important in the grocery commerce. However, since the coronavirus outbreak in 2020, it is perhaps more important than ever. Since customers have had to change their consumer behavior over one night, the small grocery commerce in particular have been affected. This problem created an interest to investigate how the small grocery commerce has been affected by the corona pandemic. Based on the following research question “How can a small grocery’s commerce acceptance of digital innovations affect their physical store’s challenges during the corona pandemic?”, the aim of this thesis is therefore to identify one specific small grocery commerce’s acceptance of digital innovations and how they have handled the possible challenges they have faced during the corona pandemic. In order to accomplish this, a qualitative case study was conducted where the four main factors small grocery commerce, digital innovations, challenges and the corona pandemic were discovered and later on discussed in order to find a conclusion. We used the theory Technology Acceptance Model (TAM) which studies a user’s acceptance of new technology. Based on this theory we created our own theoretical framework. The conclusion in this thesis showed that the chosen small grocery’s commerce acceptance of digital innovations was not big enough and for that reason, they didn’t face any specific challenges during the corona pandemic.