Understanding the drivers of continuance intention in online grocery shopping using technology continuance theory: a cross-national comparison.

Abstract

Objectives: This study examined the determinants of consumers' continuance intention (CI) toward online grocery shopping (OGS) across different country markets. Drawing on technology continuance theory (TCT), this study compared key drivers of CI in a different countries market.

Methods: Data were collected via online surveys from 638 OGS users in China (n = 338) and South Korea (n = 300) between November and December 2023. A TCT-based model incorporating satisfaction, attitude, perceived usefulness (PU), perceived ease of use, confirmation, and CI was tested using partial least squares structural equation modeling. Partial measurement invariance testing was conducted to ensure valid cross-national comparison.

Results: In South Korea, both satisfaction and attitude significantly predicted CI, with satisfaction exerting a particularly strong effect. In China, attitude was the primary determinant of CI, whereas satisfaction had minimal impact. Across both countries, PU consistently and positively influenced satisfaction and attitude, thereby indirectly enhancing CI. Partial measurement invariance was confirmed, validating comparisons of the model across contexts.

Conclusion: The findings suggest that the drivers of online grocery continuance differ by cross-national market. In Korean markets, strategies must enhance customer satisfaction (and its influence on attitude) to sustain OGS usage. In Chinese markets, fostering favorable consumer attitudes toward OGS is essential for promoting continued use. This cross-national analysis advances the theoretical understanding of continuance behavior while providing practical guidance for designing market-specific strategies to sustain online grocery engagement.