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

被引：29
作者：
Handayani, Putu Wuri [1 ]
Nurahmawati, Rismanti Amalia [1 ]
Pinem, Ave Adriana [1 ]
Azzahro, Fatimah [1 ]
机构：
[1] Univ Indonesia, Fac Comp Sci, Depok, Indonesia
来源：
JOURNAL OF FOOD PRODUCTS MARKETING | 2020年 / 26卷 / 06期
关键词：
E-grocery; switching intention; moderating variable; gender; Indonesia; CONSUMERS; COSTS;
D O I：
10.1080/10454446.2020.1792023
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
引用
收藏
页码：425 / 439
页数：15
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