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http://dx.doi.org/10.5859/KAIS.2020.29.2.95

Analysis of Factors Affecting the Continuance Intention to Use Mobile Grocery Shopping  

Lee, Hanjin (고려대학교 디지털경영학과)
Park, Young Geun (고려대학교 디지털경영학과)
Min, Daihwan (고려대학교 디지털경영전공/학과)
Publication Information
The Journal of Information Systems / v.29, no.2, 2020 , pp. 95-110 More about this Journal
Abstract
Purpose This paper attempts to explain the recent expanding trend in Mobile Grocery Shopping(MGS). More specifically, the authors have applied the Post Acceptance Model(PAM) in order to examine the conceptual structure among the four constructs of 'Expectation Confirmation', 'Perceived Usefulness', 'User Satisfaction', and 'Continuance Intention to Use' in Mobile Grocery Shopping. Design/methodology/approach Through a survey agency, data were collected from a sample of 312 consumers who had the previous experience in Mobile Grocery Shopping. The Structural Equation Modeling(SEM) analysis was conducted with the survey data using AMOS 22.0. Subsequently, 8,200 real customer data from an open market site were collected in order to find out their revisit and repurchase behavior. Findings This study supported the causal relationships of Expectation Confirmation → Perceived Usefulness, Expectation Confirmation → User Satisfaction, Perceived Usefulness → User Satisfaction, and User Satisfaction → Continuance Intention to Use, but did not support the direct effect of Perceived Usefulness on the Continuance Intention to Use Mobile Grocery Shopping. This implies that consumers with any experience in Mobile Grocery Shopping would not consider repurchase, unless they are satisfied with the experience even though they perceive its usefulness. Also, Expectation Confirmation has much larger effect on User Satisfaction than Perceived Usefulness. In addition, the real customer data showed that the revisit and the repurchase rate of mobile grocery shoppers were higher than those of online grocery shoppers, although the rates of adding to shopping carts, coupon downloads, and adding to favorites are similar.
Keywords
Mobile Grocery Shopping(MGS); Post-Acceptance Model(PAM); User Satisfaction; Continuance Intention to Use; Perceived Usefulness; Repurchase Behavior;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
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