Online grocery shopping: The impact of shopping frequency on perceived risk

Mortimer, Gary, Fazal e Hasan, Syed, Andrews, Lynda, & Martin, Jillian (2016) Online grocery shopping: The impact of shopping frequency on perceived risk. The International Review of Retail, Distribution and Consumer Research, 26(2), pp. 202-223.

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Online grocery shopping has enjoyed strong growth and it is predicted this channel will continue to grow exponentially in the coming years. While online shopping has attracted an abundance of research interest, examinations of online grocery shopping behaviour are only now emerging. Shopping online for groceries differs considerably from general online shopping due to the perishability and variability of the product, and frequency of the shopping activity. Two salient gaps underpin this research into online grocery shopping. This study responds to calls to investigate the online shoppers’ experience in the context of online purchasing frequency. Second, this study examines the mediating effect of perceived risk between trust and online repurchase intention of groceries. An online survey was employed to collect data from shoppers who were recruited from a multi-channel grocery e-retailer’s database. The online survey, comprising 16 reflective validated scale items, was sent to 555 frequent and infrequent online grocery shoppers. Results find that while customer satisfaction predicts trust for both infrequent and frequent online grocery shoppers, perceived risk fully mediates the effect of trust on repurchase intentions for infrequent online grocery shoppers. Furthermore path analysis reveals that the developed behavioural model is variant across both groups of shoppers. Theoretically, we provide a deeper understanding of the online customer experience, while gaining insight into two shopper segments identified as being important to grocery e-retailers. For managers, this study tests an online customer behavioural model with actual purchasing behaviour and identifies the continued presence of perceived risk in grocery e-retailing regardless of purchase frequency or experience.

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ID Code: 91096
Item Type: Journal Article
Refereed: Yes
Keywords: Online Grocery Shopping, Online Customer Experience, Perceived Risk, Purchasing Frequency, e-retailing
DOI: 10.1080/09593969.2015.1130737
ISSN: 0959-3969
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2016 Taylor & Francis Group
Deposited On: 11 Dec 2015 01:04
Last Modified: 16 May 2016 16:08

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