Determinants of e-grocery purchase retention and buyer profiling: A developing country perspective

Abstract

The COVID-19 pandemic has accelerated the growth of e-grocery, leading to a steady increase in e-grocery shoppers worldwide. E-grocery businesses, having invested in their operations, rely on continuous sales growth. However, few studies focus on purchase retention or shopper profiles within Malaysia's e-grocery sector. This study aims to address these gaps. Its objectives are to identify factors that influence e-grocery purchase retention and to profile e-grocery buyers. A total of 200 responses were gathered using convenience sampling. Data analysis was conducted using SPSS software (version 28), employing independent t-tests, ANOVA, and correlation analysis. Factors such as convenience, product availability, perceived security, efficiency, fulfillment, system availability, and privacy were found to impact purchase retention. Additionally, demographic factors like spending level and prior e-grocery experience showed a significant positive relationship with purchase retention. Gender differences in retention were also noted, and spending and e-grocery experience positively correlated with convenience, perceived security, efficiency, fulfillment, system availability, and privacy. Age, however, was negatively correlated with product availability. This research offers valuable insights for e-grocery retailers aiming to enhance their operations and provides a foundation for future research on this topic.