Beyond Pandemic Necessity: Factors Influencing Consumers' Intention to Continue Online Grocery Shopping

Abstract

This study explores what drives consumers to continue using online grocery shopping services after the COVID-19 pandemic. With the surge in digital adoption during the pandemic, understanding whether these changes in behaviour will persist is both timely and relevant. Focusing on five key factors—perceived convenience, perceived risk, service quality, social influence, and cultural elements—we collected data from 300 Malaysian consumers who had prior experience with online grocery shopping. Using multiple regression analysis, we examined how these factors influence consumers’ intention to keep using such services. Our results show that all five factors play a significant role. Perceived convenience (β = 0.315) and social influence (β = 0.294) stood out as the strongest motivators, followed by service quality (β = 0.171), perceived risk (β = 0.119), and cultural factors (β =-0.140). Interestingly, most respondents were young female university students (69.3%), indicating a key demographic for retailers to consider. For online grocery platforms to sustain customer engagement, they must focus on ease of use, reliable delivery, and leveraging peer influence through marketing. The findings also highlight the importance of addressing cultural sensitivities through localised strategies. This study adds to our understanding of post-pandemic shopping habits and offers practical insights for the industry.