印度网上杂货购物中感知风险、信任和过去购买满意度对回购意愿的影响分析

IF 2.3 Q3 BUSINESS Global Business Review Pub Date : 2023-08-06 DOI:10.1177/09721509231178989
Upasana Gupta, N. Kumar
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引用次数: 0

摘要

自过去几年以来,印度在线食品杂货市场一直在发展。2020年在线杂货市场的规模估计为29亿美元,预计2021年至2028年将以37.1%的复合年增长率增长。亚马逊、Flipkart杂货店、BigBasket、Grofers和Jiomart等公司一直在为消费者提供新的吸引力,例如提供及时的无接触配送、接受各种数字支付模式以及提供多种折扣,这些都吸引了消费者从各种在线平台购买普通杂货。冠状病毒也加剧了人们对安全的担忧;因此,很大一部分公民在家工作,并依赖在线平台进行包括杂货购物在内的各种用途。这为在线杂货市场提供了几个增长机会。本研究调查消费者对网上杂货购物的购买行为。该研究旨在了解印度电子杂货购物者的购买行为,并检验对在线购物的满意度、对在线杂货商的信任、感知风险和杂货的在线回购意愿之间的关系。这项研究使用了从555名在线杂货买家那里收集的主要数据。研究结果表明,网上顾客满意度是影响网上杂货购物复购意愿的重要因素。感知到的风险会对信任和回购意愿产生负面影响。信任被发现是购物满意度和回购意愿之间的中介因素。该研究还建立并测试了一个具有实际购买行为的在线客户行为模型,并确定了食品杂货电子零售中感知风险、购物满意度和信任的持续存在。
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Analysing the Impact of Perceived Risk, Trust and Past Purchase Satisfaction on Repurchase Intentions in Case of Online Grocery Shopping in India
The Indian online grocery market has been propelling since last few years. The size of online grocery market in 2020 was estimated as $2.9 billion and it is further anticipated to reach at the compound annual growth rate (CAGR) of 37.1% during 2021 to 2028. Companies such as Amazon, Flipkart grocery, BigBasket, Grofers and Jiomart have been coming up with new attractions for consumers such as providing timely no contact delivery, accepting various digital modes of payment and offering several discounts which have fascinated consumers towards buying their regular grocery from various online platforms. Corona virus has also fuelled up the safety concerns of people; due to which a large section of the citizens are working from home and are dependent on the online platform for various purposes including grocery shopping. This has provided several growth opportunities to the online grocery market. This research investigates about the purchase behaviour of customers towards online grocery shopping. The study aims to understand the purchase behaviour of e-grocery shoppers of India and to examine the association between satisfactions with online purchase, trust on online grocers, perceived risk and online repurchase intention of grocery items. The study uses primary data collected from 555 online grocery buyers. The findings of the study indicate that online customer satisfaction is a significant factor that influences repurchase intentions of online grocery shopping. Perceived risk negatively influence trust as well as repurchase intentions. Trust is found to be a mediating factor between shopping satisfaction and repurchase intentions. The study also builds and tests an online customer behavioural model with actual purchasing behaviour and identifies the continued presence of perceived risk, shopping satisfaction and trust in grocery e-retailing.
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来源期刊
CiteScore
7.10
自引率
12.50%
发文量
107
期刊介绍: Global Business Review is designed to be a forum for the wider dissemination of current management and business practice and research drawn from around the globe but with an emphasis on Asian and Indian perspectives. An important feature is its cross-cultural and comparative approach. Multidisciplinary in nature and with a strong practical orientation, this refereed journal publishes surveys relating to and report significant developments in management practice drawn from business/commerce, the public and the private sector, and non-profit organisations. The journal also publishes articles which provide practical insights on doing business in India/Asia from local and global and macro and micro perspectives.
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