期刊
JOURNAL OF RETAILING AND CONSUMER SERVICES
卷 64, 期 -, 页码 -出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2021.102798
关键词
Online customer experience; Online grocery shopping; Attitude; Repurchase intention; Value Co-Creation; Multi attribute utility theory; Attitude-behaviour-context theory
类别
The study presents a model framework and explores the relationship between online groceries retailing, user experience, and attitude. Convenience, recovery, and delivery experience were found to significantly impact attitude, while the concept of value co-creation also influenced this relationship.
The study proposes a comprehensive model framework, Online Customer Experience-Attitude Behaviour Context model for online grocery retailing in a digital scenario. The research also studies the concept of value co-creation in a moderated mechanism. Data was collected from 526 respondents buying groceries online. Analytical Hierarchy Process, SPSS 23, AMOS 22 and PROCESS Macro were applied for further analysis, testing the hypothesis and model formulation. The results reveal that the antecedent's convenience, recovery, and delivery experience impacted the attitude significantly. The emerging concept of value co-creation influenced the overall relationship between the antecedent of Online Customer Experience and attitude but at lower level of value co-creation. Thus, suggesting that involving customers time to time in co-creating a delighting Online Customer Experience may be a good strategy for the online grocery retailers to elevate online customers' attitude and repurchase intention.
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