Switching Intention from Traditional to Online Groceries Using the Moderating Effect of Gender in Indonesia

IF 3.6 Q2 BUSINESS

Journal of Food Products Marketing Pub Date : 2020-07-14 DOI:10.1080/10454446.2020.1792023

P. W. Handayani, Rismanti Amalia Nurahmawati, A. Pinem, F. Azzahro

引用次数: 21

Abstract

ABSTRACT To date, there is still a low consumer intention to use an online grocery (e-grocery) in Indonesia. Therefore, this study was conducted to identify the factors affecting consumer intention to switch from traditional to online grocery shopping using the moderating effect of gender. This study involved 522 respondents. The data were then analyzed using the Covariance Based Structural Equation Modeling (CB-SEM) method with the AMOS 21.0 software. The results show that the factors influencing consumer intention to switch from offline to online shopping in Indonesia are perceived channel risk, perceived price-search intentions, mobility, and perceived difference in delivery time. Additionally, the moderating effect of gender significantly influences the factors affecting consumer intention to switch. This research can be a reference to developers of e-grocery applications that are aimed to provide better services and that could be widely accepted by consumers.

查看原文本刊更多论文

基于性别调节效应的印尼传统杂货转向网络杂货的意向

迄今为止，在印度尼西亚，消费者使用在线杂货店(电子杂货店)的意愿仍然很低。因此，本研究利用性别的调节效应来确定影响消费者从传统购物转向网上购物意愿的因素。这项研究涉及522名受访者。利用AMOS 21.0软件，采用基于协方差的结构方程建模(CB-SEM)方法对数据进行分析。结果表明，影响印尼消费者从线下转向线上购物意愿的因素包括感知渠道风险、感知价格搜索意愿、移动性和感知交货时间差异。此外，性别的调节作用显著影响消费者意向转换的影响因素。这项研究可以为电子杂货应用程序的开发人员提供参考，这些应用程序旨在提供更好的服务，并可能被消费者广泛接受。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Food Products Marketing BUSINESS-

CiteScore

5.70

自引率

6.90%

发文量

期刊介绍： From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.