Online grocery shopping intentions in the post COVID-19 context: a case of millennial generations in Bangladesh
Purpose – The purpose of this paper is to explore factors and their impacts influencing online grocery shopping intentions among customers in the post COVID-19 situation. Moreover, the study aims at evaluating the mediating roles of shopping habits during COVID-19 between perceived usefulness, perce...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2024-11-01
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| Series: | South Asian Journal of Marketing |
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| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SAJM-01-2023-0001/full/pdf |
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| _version_ | 1846171368864874496 |
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| author | Shekhar Mondal Abdulla Al-Towfiq Hasan |
| author_facet | Shekhar Mondal Abdulla Al-Towfiq Hasan |
| author_sort | Shekhar Mondal |
| collection | DOAJ |
| description | Purpose – The purpose of this paper is to explore factors and their impacts influencing online grocery shopping intentions among customers in the post COVID-19 situation. Moreover, the study aims at evaluating the mediating roles of shopping habits during COVID-19 between perceived usefulness, perceived ease of use and post COVID-19 online grocery shopping intentions. Design/methodology/approach – Based on a review of the literature and collection of 401 useable valid responses, the study was conducted through structured questionnaires applying personal interview technique. The subsequent analysis was conducted through partial least squares structural equation modeling (PLS-SEM) using Smart PLS 3.3.3. Findings – The study findings revealed that perceived usefulness, perceived ease of use and shopping habits during COVID-19 have a significant influence on post COVID-19 online grocery shopping intentions. Also, the study has uncovered that perceived usefulness and perceived ease of use significantly influence shopping habits during COVID-19 among customers. Furthermore, the current study has revealed that hopping habit during COVID-19 significantly mediates the relationship between perceived usefulness, perceived ease of use and post COVID-19 online grocery shopping intentions. Practical implications – The study findings have provided practical suggestions of developing and improving technological platforms to attract new customers for online grocery shopping. Further, the study suggests that online grocery retailers should apply adjusted pricing strategies using coupons and discount offers. Originality/value – This paper investigates factors and its impacts on online grocery shopping intentions in post COVID-19 context. Therefore, the study uncovers the factors that add value to understanding customers' post COVID-19 online grocery shopping intentions by integrating perceived usefulness, perceived ease of use and shopping habits during COVID-19. |
| format | Article |
| id | doaj-art-dabacbe9fbc948a78fdb37b07ff6a0d5 |
| institution | Kabale University |
| issn | 2719-2377 2738-2486 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | South Asian Journal of Marketing |
| spelling | doaj-art-dabacbe9fbc948a78fdb37b07ff6a0d52024-11-11T02:40:55ZengEmerald PublishingSouth Asian Journal of Marketing2719-23772738-24862024-11-015211313010.1108/SAJM-01-2023-0001Online grocery shopping intentions in the post COVID-19 context: a case of millennial generations in BangladeshShekhar Mondal0Abdulla Al-Towfiq Hasan1Department of Agricultural Extension and Rural Development, Patuakhali Science and Technology University, Patuakhali, BangladeshDepartment of Marketing, Patuakhali Science and Technology University, Patuakhali, BangladeshPurpose – The purpose of this paper is to explore factors and their impacts influencing online grocery shopping intentions among customers in the post COVID-19 situation. Moreover, the study aims at evaluating the mediating roles of shopping habits during COVID-19 between perceived usefulness, perceived ease of use and post COVID-19 online grocery shopping intentions. Design/methodology/approach – Based on a review of the literature and collection of 401 useable valid responses, the study was conducted through structured questionnaires applying personal interview technique. The subsequent analysis was conducted through partial least squares structural equation modeling (PLS-SEM) using Smart PLS 3.3.3. Findings – The study findings revealed that perceived usefulness, perceived ease of use and shopping habits during COVID-19 have a significant influence on post COVID-19 online grocery shopping intentions. Also, the study has uncovered that perceived usefulness and perceived ease of use significantly influence shopping habits during COVID-19 among customers. Furthermore, the current study has revealed that hopping habit during COVID-19 significantly mediates the relationship between perceived usefulness, perceived ease of use and post COVID-19 online grocery shopping intentions. Practical implications – The study findings have provided practical suggestions of developing and improving technological platforms to attract new customers for online grocery shopping. Further, the study suggests that online grocery retailers should apply adjusted pricing strategies using coupons and discount offers. Originality/value – This paper investigates factors and its impacts on online grocery shopping intentions in post COVID-19 context. Therefore, the study uncovers the factors that add value to understanding customers' post COVID-19 online grocery shopping intentions by integrating perceived usefulness, perceived ease of use and shopping habits during COVID-19.https://www.emerald.com/insight/content/doi/10.1108/SAJM-01-2023-0001/full/pdfPerceived usefulnessPerceived ease of useShopping habits during COVID-19Post COVID-19 online grocery shopping intentionsMillennial generations in Bangladesh |
| spellingShingle | Shekhar Mondal Abdulla Al-Towfiq Hasan Online grocery shopping intentions in the post COVID-19 context: a case of millennial generations in Bangladesh South Asian Journal of Marketing Perceived usefulness Perceived ease of use Shopping habits during COVID-19 Post COVID-19 online grocery shopping intentions Millennial generations in Bangladesh |
| title | Online grocery shopping intentions in the post COVID-19 context: a case of millennial generations in Bangladesh |
| title_full | Online grocery shopping intentions in the post COVID-19 context: a case of millennial generations in Bangladesh |
| title_fullStr | Online grocery shopping intentions in the post COVID-19 context: a case of millennial generations in Bangladesh |
| title_full_unstemmed | Online grocery shopping intentions in the post COVID-19 context: a case of millennial generations in Bangladesh |
| title_short | Online grocery shopping intentions in the post COVID-19 context: a case of millennial generations in Bangladesh |
| title_sort | online grocery shopping intentions in the post covid 19 context a case of millennial generations in bangladesh |
| topic | Perceived usefulness Perceived ease of use Shopping habits during COVID-19 Post COVID-19 online grocery shopping intentions Millennial generations in Bangladesh |
| url | https://www.emerald.com/insight/content/doi/10.1108/SAJM-01-2023-0001/full/pdf |
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