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

Anshu, Kumari and Gaur, Loveleen and Singh, Gurmeet (2022) Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation. Journal of Retailing and Consumer Services, 64 (Number). pp. 1-13. ISSN 0969-6989

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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.

Item Type:	Journal Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	School of Business and Management (SBM)
Depositing User:	Gurmeet Singh
Date Deposited:	11 Oct 2021 00:27
Last Modified:	13 Oct 2021 00:04
URI:	https://repository.usp.ac.fj/id/eprint/13077

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