What affects customers to make online grocery purchasing?

Abstract

The rapid development of internet technology in this era makes consideration of renewal in business, especially in marketing strategy. Nowadays, the online platform starts to replace grocery shopping habits from the traditional market. Therefore, it is necessary to identify reason behind customer behaviour towards grocery shopping online. This study aimed to determine factors behind consumer behaviour in buying online using the Theory of Planned Behaviour (TPB) approach. Data were collected from 127 grocery shoppers using questionnaires and analysed by Structural Equation Modelling - Partial Least Square (SEM-PLS). Results have shown that Attitude Towards Behaviour (ATB), Subjective Norm (SN), and Perceived Behavioural Control (PBC) have significant influences on purchase intention (PI). It also shown that PI (willingness, online preferential, and recommendation) had a significant effect on online grocery purchasing behaviour. The higher the intention, the greater behaviour reflected in the online purchase. Therefore, this study can be used to assist online grocery retailers to formulate effective strategies to gain more customers' confidence to do online grocery shopping.