Beyond handy : continued intention towards using same-day delivery shopping apps

Abstract

PURPOSE : The use of same-day delivery service grocery shopping apps has the potential to greatly impact the patronage and subsequent profitability of grocery retailers. Aided by the stimulus-organism-response (SOR) framework, this study investigates possible drivers of continued intention to use these shopping apps amongst customers. DESIGN/METHODOLOGY/APPROACH : Through purposive sampling, self-administered paper-based questionnaires were distributed to respondents. A total of 462 useable responses were collected and analysed utilising Mplus version 7.4. FINDINGS : This study highlights the importance of enjoyment and price value, in addition to ease of use and usefulness, in driving consumers' continued intention to use same-day delivery service grocery shopping apps. Conditional effects show a tempering effect as perceived innovativeness and facilitating conditions (individual factors) increase. RESEARCH LIMITATIONS/IMPLICATIONS : The study is confined to customers of three popular same-day delivery service grocery shopping apps within South Africa. PRACTICAL IMPLICATIONS : Valuable insights are provided into how grocery retailers can secure continued intention through enjoyment and price value, going beyond ease of use and usefulness, to encourage customers to use their shopping apps. ORIGINALITY/VALUE : The paper examines the drivers of continued intention to use same-day delivery service grocery shopping apps, applying the stimulus-organism-response framework, and considers the moderation effects of individual factors on the proposed relationships.