P. W. Handayani, Rismanti Amalia Nurahmawati, A. Pinem, F. Azzahro
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Switching Intention from Traditional to Online Groceries Using the Moderating Effect of Gender in Indonesia
ABSTRACT To date, there is still a low consumer intention to use an online grocery (e-grocery) in Indonesia. Therefore, this study was conducted to identify the factors affecting consumer intention to switch from traditional to online grocery shopping using the moderating effect of gender. This study involved 522 respondents. The data were then analyzed using the Covariance Based Structural Equation Modeling (CB-SEM) method with the AMOS 21.0 software. The results show that the factors influencing consumer intention to switch from offline to online shopping in Indonesia are perceived channel risk, perceived price-search intentions, mobility, and perceived difference in delivery time. Additionally, the moderating effect of gender significantly influences the factors affecting consumer intention to switch. This research can be a reference to developers of e-grocery applications that are aimed to provide better services and that could be widely accepted by consumers.
期刊介绍：
From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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