Factors Driving Consumers' Continuous Usage of Online Grocery Shopping Platforms in the Post-Pandemic Era

Abstract

The purpose of our research is to explore several factors that influence consumers' intention to continue using online grocery services or platforms after the Covid-19 pandemic. We conducted a field survey of 314 Canadian consumers who use online grocery services. Our study draws from the Theory of Planned Behavior and the Expectation-Confirmation Theory, and we incorporated the constructs of Perceived Risk and Trust into the proposed theoretical framework to deepen understanding in the area. Based on these frameworks, we formulated fifteen hypotheses. This study investigates factors that influence consumers' continued use of online grocery services. The study highlights the significant influence of perceived usefulness, trust, attitude, and perceived risk in the model. The results also show that perceived risk plays a crucial role in participants' decisions to continue to use online grocery services. We explored the effects of demographic variables such as age (Generation), gender, employment, and income level on the relationship between intention and continued intention. Additionally, the results show that consumers' intention to use online grocery services differ before Covid-19, during, and after the pandemic. Finally, our findings can help retailers tailor their marketing strategies to enhance online grocery service adoption.