ISSN : 3049-1754 (PRINT) ISSN : 3048-8966 (ONLINE)
A STUDY ON CONSUMER PERCEPTION ON ONLINE GROCERY SHOPPING-A STRUCTURAL EQUATION MODELING-MODERATING EFFECT OF PERSONAL ATTRIBUTES
ADITYA GUPTA
Affiliations:
Senior Analyst, Benori knowledge
Abstract:
The manner that customers purchase goods and services is fast changing due to the Internet. Data was collected from Indian consumers who currently buy their groceries online. The Majority of the users are found to be younger than 40 years of age and have children who buys grocery online. There are several factors which found to be significant for inducing the behaviour of customer to buy grocery online which are performance expectancy, social influence, Hedonic motivation and perceived benefits. The responses were evaluated using structural equation modelling. It has also been found that personal characteristics of consumes as having children at home has positive and significant impact on behavioural intention of consumers to buy grocery online. These results might make it easier for online merchants to comprehend consumers' worries when they shop online. The present study's limitations are examined, along with its theoretical and managerial implications.
Keywords:
Indian consumers, structural equation modelling, online grocery shopping
Publishing Chronology:
Received - 3/6/2024
Revised - 20/6/2024
Accepted - 21/7/2024
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