What Drives E-grocery Purchase Retention in a Post Pandemic Era?


Kuppusamy, Jayanty and Angusamy, Ajitha and Raman, Kavitha (2022) What Drives E-grocery Purchase Retention in a Post Pandemic Era? Journal of System and Management Sciences, 12 (6). pp. 264-281. ISSN 1816-6075, 1818-0523

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E-grocery is steadily growing its presence in the marketplace as one of the modes of purchasing grocery items. Through e-grocery, consumers are able to access information conveniently and compare items and prices before making a purchase decision online. It is therefore, important for the e-grocery retailers to attract customers to continue purchasing grocery through the online mode. Although studies have been done on online shopping, studies related to e-grocery shopping in particular is limited. Furthermore, only a few studies focused on egrocery purchase retention. Therefore, the paper seeks to determine what drives the e- grocery purchase retention. The conceptual model for this research is developed based on integration of e-satisfaction model and e-servQual model. The components of the e-satisfaction model are namely convenience, merchandising and financial security while the components of e-servQual model are efficiency, system availability, fulfilment and privacy. All these factors are tested to determine their influence on e-grocery purchase retention. Convenience sampling is used to collect the data. 200 respondents participated in the study. Data collected is analysed using Statistical Package for the Social Sciences (SPSS) version 26. Multiple regression analysis is used to identify the drivers of egrocery purchase retention. The result reveals that convenience, financial security and e-service quality (efficiency, fulfillment, and privacy) influence e-grocery purchase retention. However, merchandising and system availability are not significant factors of e-grocery purchase retention. In terms of the theoretical implications, the study provides the findings of the integration of two models (esatisfaction model and e-servQual model) related to e-grocery purchase retention. The results also provide further evidence from a developing country’s perspective supporting earlier studies in this area. The findings of the study are able to fulfil the gap on studies related to e-grocery purchase retention. The research also benefits the future researchers who intend to conduct research in this area. Future researchers may apply this integrated model to identify whether similar observations are obtained in different settings. The practical implications are the findings demonstrate that e-grocery retailers should put emphasis on convenience to the customers and ensure the system that they are using is financially secured. In addition, e-service quality is also critical to attract the customers to continuously purchase grocery online. The study substantiates that e-grocery retailers should develop strategies considering these factors to compete more successfully and improve their overall business performance.

Item Type: Article
Uncontrolled Keywords: e-grocery, purchase retention, convenience, financial security, efficiency, fulfillment, privacy
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5601-5689 Accounting. Bookkeeping
Divisions: Faculty of Business (FOB)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 22 Mar 2023 02:51
Last Modified: 22 Mar 2023 02:51
URII: http://shdl.mmu.edu.my/id/eprint/11263


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