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What Drives People to Use Grocery Apps? The Moderating & Mediating Role of Customer Involvement and Trust


Affiliations
1 Deputy Director & Associate Professor, Symbiosis Institute of Business Management, Nagpur (Constituent of Symbiosis International (Deemed University), Pune), Nagpur - 440 008, Maharashtra, India
2 Director & Professor, Symbiosis Institute of Business Management, Nagpur (Constituent of Symbiosis International (Deemed University), Pune), Nagpur - 440 008, Maharashtra, India
     

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Grocery apps are gaining popularity day by day, and their benefits were well acknowledged by the consumers, especially during the pandemic or during the lockdown. Despite the growing awareness of grocery applications, little is known about the consumer values that influence the intention to buy. Grocery apps must boost client engagement by offering superior value propositions to overcome this barrier. The current research suggested the consumption value theory to fill this gap, which will better explain consumer behavior toward grocery apps. The proposed model was tested using data from 436 users of grocery apps. The data revealed that all the consumption values positively and significantly influenced the intention to use grocery apps. The moderating effect of customer involvement on intention to use was also verified, as was the mediating role of trust. The outcomes of the study added to our understanding of consumer behavior and practice.

Keywords

Grocery Apps, Theory Of Consumption Values, Trust, Customer Involvement.

Paper Submission Date : May 30, 2021 ; Paper Sent Back for Revision : October 15, 2021 ; Paper Acceptance Date : October 30, 2021 ; Paper Published Online : November 15, 2021.

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  • What Drives People to Use Grocery Apps? The Moderating & Mediating Role of Customer Involvement and Trust

Abstract Views: 216  |  PDF Views: 1

Authors

Debarun Chakraborty
Deputy Director & Associate Professor, Symbiosis Institute of Business Management, Nagpur (Constituent of Symbiosis International (Deemed University), Pune), Nagpur - 440 008, Maharashtra, India
Shrirang Altekar
Director & Professor, Symbiosis Institute of Business Management, Nagpur (Constituent of Symbiosis International (Deemed University), Pune), Nagpur - 440 008, Maharashtra, India

Abstract


Grocery apps are gaining popularity day by day, and their benefits were well acknowledged by the consumers, especially during the pandemic or during the lockdown. Despite the growing awareness of grocery applications, little is known about the consumer values that influence the intention to buy. Grocery apps must boost client engagement by offering superior value propositions to overcome this barrier. The current research suggested the consumption value theory to fill this gap, which will better explain consumer behavior toward grocery apps. The proposed model was tested using data from 436 users of grocery apps. The data revealed that all the consumption values positively and significantly influenced the intention to use grocery apps. The moderating effect of customer involvement on intention to use was also verified, as was the mediating role of trust. The outcomes of the study added to our understanding of consumer behavior and practice.

Keywords


Grocery Apps, Theory Of Consumption Values, Trust, Customer Involvement.

Paper Submission Date : May 30, 2021 ; Paper Sent Back for Revision : October 15, 2021 ; Paper Acceptance Date : October 30, 2021 ; Paper Published Online : November 15, 2021.




DOI: https://doi.org/10.17010/ijom%2F2021%2Fv51%2Fi11%2F166734