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Abstract
Purpose: The purpose of the current study was to determine the factors influencing consumer purchase intention toward online grocery shopping with online purchasing experience as the moderating variable between the relationship of attitude and purchase intention.
Design/methodology/approach: A total of 297 usable questionnaires were collected in Penang, Malaysia. Data collected were analyzed using PLS-SEM.
Findings: The findings show that perceived ease of use has the strongest effect on consumers' attitude toward online grocery shopping followed by perceived usefulness. Online purchasing experience moderate the relationship between attitude and purchase intention.
Research limitations/implications: This study finding are limited to Chinese consumers who live in Penang, Malaysia which cannot reflect the whole population in Malaysia. In this study, caution must be applied, as the findings might not be generalize to all consumer in Malaysia.
Practical implications: The finding has important implication for developing robust marketing strategies in relations to improving the perceived ease of use and perceived usefulness of online grocery shopping in Malaysia.
Originality/value: This study expanded both TRA and TAM's theory to examine key factors that influence consumers' purchase intention toward online grocery shopping.
Keywords: Perceived ease of use, Perceived usefulness, Attitude toward Online Grocery, Customer's Purchase intention, Malaysia
Introduction
In recent years, online shopping has been getting acceptance among consumers. Consumers could buy anything from the brick and click retailers such as books, apparel, electrical appliances and groceries at their convenience. Online grocery shopping has been gaining its popularity in Malaysia owning to an increasing trend among consumers to shop online. Online grocery shopping refers to the consumer purchase of grocery products via retailer's websites and the purchased groceries will be delivered directly to buyer's home (Choi, 2013). Online grocery shopping offer many advantages as highlighted by Mohd Zaini et al. (2011) and Jiang et al. (2013). For example, online grocery shopping offers better selection in terms of more varieties, time savings, convenience and available almost anytime and not limited to any business hours (Mohd Zaini et al., 2011; Jiang et al., 2013; Shah Alam et al., 2011). Moreover, online grocery shopping has made the repeat orders simple as the consumers can customize their weekly shopping lists as well as stored the weekly order lists on the retailer's website (Mohd Zaini et al.,...