Purpose

Consumers worldwide are increasingly ordering groceries from grocery delivery platforms (GDPs). This study aimed to explore the role of brick-and-mortar (B&M) retailers and GDPs in online grocery shopping (OGS) experience, attitude and continuous purchase intention under the platform model of online grocery retailing.

Design/methodology/approach

This study used a mixed method approach. A qualitative analysis was conducted based on 30 in-depth interviews and relevant literature to identify key attributes of the OGS experience. Then, data from 352 online grocery shoppers was used to examine the associations between service attributes, attitude and continuous purchase intention using a structural equation model.

Findings

The authors identified six key attributes of the OGS experience related to B&M retailers and GDPs. The quantitative study results showed that customer service, price value and instant delivery significantly impact attitude towards GDPs, while product quality, product assortment, customer service, price value and attitude toward GDPs positively impact online attitude toward B&M retailers. Online attitude toward B&M retailers significantly influences continuous purchase intention.

Practical implications

B&M retailers and GDPs should strengthen cooperation and joint oversight.

Originality/value

This study identified key attributes of the OGS experience associated with B&M retailers and GDPs under the platform model, giving a comprehensive understanding of the relationship between the OGS experience and behavioural intention when B&M retailers collaborate with GDPs.

中文翻译：

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实体零售商和杂货配送平台如何影响购买意愿？

目的

全球消费者越来越多地从杂货配送平台 (GDP) 订购杂货。本研究旨在探讨在线杂货零售平台模式下，实体（B&M）零售商和GDP对在线杂货购物（OGS）体验、态度和持续购买意愿的作用。

设计/方法论/途径

本研究采用了混合方法。基于 30 次深度访谈和相关文献进行定性分析，以确定 OGS 体验的关键属性。然后，使用结构方程模型，使用 352 名在线杂货购物者的数据来检查服务属性、态度和持续购买意愿之间的关联。

发现

作者确定了与 B&M 零售商和 GDP 相关的 OGS 体验的六个关键属性。定量研究结果表明，客户服务、价格价值和即时交付显着影响对 GDP 的态度，而产品质量、产品种类、客户服务、价格价值和对 GDP 的态度对 B&M 零售商的在线态度产生积极影响。对 B&M 零售商的在线态度显着影响持续购买意愿。

实际影响

B&M零售商和GDP应加强合作和共同监管。

原创性/价值

本研究识别了平台模型下B&M零售商与GDP相关的OGS体验的关键属性，全面了解B&M零售商与GDP合作时OGS体验与行为意图之间的关系。