Online grocery shopping: The impact of shopping frequency on perceived risk

Online grocery shopping has enjoyed strong growth and it is predicted this channel will continue to grow exponentially in the coming years. While online shopping has attracted an abundance of research interest, examinations of online grocery shopping behaviour are only now emerging. Shopping online for groceries differs considerably from general online shopping due to the perishability and variability of the product, and frequency of the shopping activity. Two salient gaps underpin this research into online grocery shopping. This study responds to calls to investigate the online shoppers’ experience in the context of online purchasing frequency. Second, this study examines the mediating effect of perceived risk between trust and online repurchase intention of groceries. An online survey was employed to collect data from shoppers who were recruited from a multi-channel grocery e-retailer’s database. The online survey, comprising 16 reflective validated scale items, was sent to 555 frequent and infrequent online grocery shoppers. Results find that while customer satisfaction predicts trust for both infrequent and frequent online grocery shoppers, perceived risk fully mediates the effect of trust on repurchase intentions for infrequent online grocery shoppers. Furthermore path analysis reveals that the developed behavioural model is variant across both groups of shoppers. Theoretically, we provide a deeper understanding of the online customer experience, while gaining insight into two shopper segments identified as being important to grocery e-retailers. For managers, this study tests an online customer behavioural model with actual purchasing behaviour and identifies the continued presence of perceived risk in grocery e-retailing regardless of purchase frequency or experience.

Ursula Schlosstein nee Gottschalk teaching children art at Allen's Lane Art Center which she founded; Philadelphia, Pennsylvania.

Ursula Schlosstein born Gottschalk in her nursery school, Allens Lane Art Center.

Ursula Schlosstein nee Gottschalk teaching children art at Allen's Lane Art Center which she founded; Philadelphia, Pennsylvania.

Ursula Schlosstein born Gottschalk in her nursery school, Allens Lane Art Center.

Portrait of Ernst Gottschalk (seated second row center) with eight unidentified soldiers; Rendsburg, Germany. Military Portraits groups

Morgen hat Reserve Ruh / Auf Wiedersehen / Beste Gruesse; postcard signer Gottschalk; addressee: L Nurzinsky, Altona-Othmarschen, Aidikes Str.

Tombstones of Sophie Molling and Max Molling (center in shadow); Strangriede Cemetery (R 29.09 and R 29.10); Hannover Cemeteries Tombs

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Grete and Ernst Glasner (seated center); Danubius, Bratislava.

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Herman Sommerfeld (center) with other reserve soldiers in military uniform Portraits Men

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Herman Sommerfeld (center) with other soldiers in military uniform Portraits Men

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Reproduction of grammar school class portrait including Fred Herz (front center).

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Studio portrait of Dr. Moritz Kroner (center) with two unidentified men in military uniform.

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Historian Herbert Strauss standing in front of an exhibition at the ZFA (Zentrum für Antisemitismusforschung; Center for Research on Antisemitism); Berlin Portraits Men

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Dr. Rainer Erb at the ZFA (Zentrum für Antisemitismusforschung; Center for Research on Antisemitism); Berlin Portraits Men

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