مقاله انگلیسی تأثیر تجربه مشتری بر نگرش و قصد خرید مجدد در خرده فروشی آنلاین مواد غذایی
Abstract
Keywords
Introduction
Theoretical background and conceptualization
Research model and hypotheses
Research method
Results
Discussion
Conclusion
Implication
Limitations and future research
References
ABSTRACT
The study proposes a comprehensive model framework, Online Customer Experience-Attitude Behaviour Context model for online grocery retailing in a digital scenario. The research also studies the concept of value co-creation in a moderated mechanism. Data was collected from 526 respondents buying groceries online. Analytical Hierarchy Process, SPSS 23, AMOS 22 and PROCESS Macro were applied for further analysis, testing the hypothesis and model formulation. The results reveal that the antecedent’s convenience, recovery, and delivery experience impacted the attitude significantly. The emerging concept of value co-creation influenced the overall relationship between the antecedent of Online Customer Experience and attitude but at lower level of value co-creation. Thus, suggesting that involving customers time to time in co-creating a delighting Online Customer Experience may be a good strategy for the online grocery retailers to elevate online customers’ attitude and repurchase intention.
Introduction
Online shopping is the recent and contemporary mode of buying items. It enables the customer to shop at any hour and from any place, thus facilitating 24 × 7 availability (Chiu, 2014), especially during the pandemic. Online shopping could essentially restructure customers’ access and choice for the immediate future and in the times to come (Ellison, 2021). Several studies indicate that overall online grocery shopping has increased over time (Laato et al., 2020). Due to the pandemic, there has been a 76% growth in online grocery retailing vis-a-vis last year and sales have also gone up (Lal, Oct 16, 2020). But the question is, will this growth continue in the future also, when the conditions get better. What can the retailers do to win over their customers? How can they modifying customers’ attitudes, increase their repurchase intention and make them part of the business? Grocery comprises of food items that are essential and bought repeatedly, frequently, and usually in large quantities. Grocery buying is a low involvement, low value, frequent, repetitive but an indispensable activity (Hansen et al., 2004).