TY - JOUR
T1 - Switching Intention from Traditional to Online Groceries Using the Moderating Effect of Gender in Indonesia
AU - Handayani, Putu Wuri
AU - Nurahmawati, Rismanti Amalia
AU - Pinem, Ave Adriana
AU - Azzahro, Fatimah
N1 - Funding Information:
This work was supported by the Universitas Indonesia [PUTI Q2, grant No. NKB-1472/UN2.RST/HKP.05.00/2020]. We want to convey our gratitude to the University of Indonesia for theGrant PUTI Q2, grant No.?NKB-1472/UN2.RST/HKP.05.00/2020.
Publisher Copyright:
© 2020, © 2020 Taylor & Francis.
PY - 2020
Y1 - 2020
N2 - 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.
AB - 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.
KW - E-grocery
KW - gender
KW - Indonesia
KW - moderating variable
KW - switching intention
UR - http://www.scopus.com/inward/record.url?scp=85088011308&partnerID=8YFLogxK
U2 - 10.1080/10454446.2020.1792023
DO - 10.1080/10454446.2020.1792023
M3 - Article
AN - SCOPUS:85088011308
SN - 1045-4446
SP - 1
EP - 15
JO - Journal of Food Products Marketing
JF - Journal of Food Products Marketing
ER -