Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation

Kumari Anshu, Loveleen Gaur and Gurmeet Singh

Journal of Retailing and Consumer Services, 2022, vol. 64, issue C

Abstract: 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.

Keywords: Online customer experience; Online grocery shopping; Attitude; Repurchase intention; Value Co-Creation; Multi attribute utility theory; Attitude-behaviour-context theory (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (20)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003647

DOI: 10.1016/j.jretconser.2021.102798

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