How brick-and-mortar retailers and grocery delivery platforms influence purchase intention?
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 29 September 2023
Issue publication date: 7 December 2023
Abstract
Purpose
Consumers worldwide are increasingly ordering groceries from grocery delivery platforms (GDPs). This study aimed to explore the role of brick-and-mortar (B&M) retailers and GDPs in online grocery shopping (OGS) experience, attitude and continuous purchase intention under the platform model of online grocery retailing.
Design/methodology/approach
This study used a mixed method approach. A qualitative analysis was conducted based on 30 in-depth interviews and relevant literature to identify key attributes of the OGS experience. Then, data from 352 online grocery shoppers was used to examine the associations between service attributes, attitude and continuous purchase intention using a structural equation model.
Findings
The authors identified six key attributes of the OGS experience related to B&M retailers and GDPs. The quantitative study results showed that customer service, price value and instant delivery significantly impact attitude towards GDPs, while product quality, product assortment, customer service, price value and attitude toward GDPs positively impact online attitude toward B&M retailers. Online attitude toward B&M retailers significantly influences continuous purchase intention.
Practical implications
B&M retailers and GDPs should strengthen cooperation and joint oversight.
Originality/value
This study identified key attributes of the OGS experience associated with B&M retailers and GDPs under the platform model, giving a comprehensive understanding of the relationship between the OGS experience and behavioural intention when B&M retailers collaborate with GDPs.
Keywords
Acknowledgements
The authors would like to thank Editage (www.editage.cn) for English language editing. This research was supported by the National Natural Science Foundation of China (71472035).
Citation
Zhao, Y., Zhao, X. and Liu, Y. (2023), "How brick-and-mortar retailers and grocery delivery platforms influence purchase intention?", International Journal of Retail & Distribution Management, Vol. 51 No. 12, pp. 1677-1697. https://doi.org/10.1108/IJRDM-02-2023-0112
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited