Determinants of consumer behaviour towards technology enabled grocery shopping in Noida

Ranjan, Nishtha; Gupta, Anubhuti; Sharma, Lalit Kumar; Hidayati, Agustina Nurul

doi:10.47974/JSMS-1143

Open Access Research Article

Determinants of consumer behaviour towards technology enabled grocery shopping in Noida

^*Nishtha RanjanCorresponding authornishtha3nishtha@gmail.comAmity International Business School Amity UniversityNoida, Uttar Pradesh, India0000-0002-4675-9333View full profile → , Anubhuti Guptaanubhutineo@gmail.comAmity Business School Amity UniversityGreater Noida, Uttar Pradesh, India0000-0001-5558-5120View full profile → , Lalit Kumar Sharmalalitks4@yahoo.comDepartment of Management Mangalmay Institute of Management & Technology Greater Noida, Uttar Pradesh, India0000-0003-0213-8778View full profile → , Agustina Nurul Hidayatianhidayati21@gmail.comFaculty of Urban and Regional Planning Institut Teknologi Nasional MalangMalang, Indonesia0009-0006-2231-7254View full profile →

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pp. 1965–1985Vol. 26Issue 8November 2023DOI: 10.47974/JSMS-1143XML

Received:: 10 Apr 2023
Published Online:: 27 Nov 2023
Article type:: Research Article
Language:: EN
Article no.:: JSMS-1143
Pages:: 1965–1985

Abstract

The development of the internet and the post-Covid epidemic have greatly boosted e-commerce. Retailers need to constantly improve their services to meet the enormous demand for online purchases while planning for an appropriate quantity and variety of groceries for the clients. The study investigates how Noida (India) residents’ e-grocery shopping is impacted by convenience, service quality, and social aspects. The study uses the snowball sampling technique (sample size: 220) to collect parameters using a Likert scale, and then evaluated using partial least squares structural equation modelling (PLS-SEM). The results indicate that service quality has the greatest influence on e-grocery shopping habit, followed by convenience, while social component has no significant impact. The service quality also includes the need for regular updation of the website and application to enhance the experience of the web-user interface by exploring the need for data science and artificial intelligence.

Keywords

Artificial intelligence Customer behaviour E-commerce E-grocery Online business Online grocery shopping Purchase behaviour SEM-PLS Technology adoption

Subject Classifications

91C1562H15

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