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Why do online grocery shoppers switch? An empirical investigation of drivers of switching in online grocery

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  • Singh, Reema
  • Rosengren, Sara

Abstract

The article sets out to develop a deeper understanding of the drivers of switching behavior in an online grocery context, which is becoming a key area of focus for grocery retailers. Applying the push, pull, and mooring framework (PPM) popularly used in migration and switching literature, we empirically assessed factors that might contribute to online grocery switching. The results highlight that retailer-related push factors (customer service, issues with delivered products, technical issues, and high price perception) and competitor-related pull factors (WOM and alternative attraction) have significant direct effects on switching. Furthermore, the results also show that consumer-related mooring factors (switching cost and prior switching behavior) significantly moderate switching. The findings provide valuable insights to retailers on the drivers of switching behavior in online grocery retailing, which can be used to develop strategies to reduce consumer switching and hence increase consumer retention.

Suggested Citation

  • Singh, Reema & Rosengren, Sara, 2020. "Why do online grocery shoppers switch? An empirical investigation of drivers of switching in online grocery," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    • Handle: RePEc:eee:joreco:v:53:y:2020:i:c:s0969698919302012
    DOI: 10.1016/j.jretconser.2019.101962
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    References listed on IDEAS

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    Cited by:

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    5. Maltese, Ila & Le Pira, Michela & Marcucci, Edoardo & Gatta, Valerio & Evangelinos, Christos, 2021. "Grocery or @grocery: A stated preference investigation in Rome and Milan," Research in Transportation Economics, Elsevier, vol. 87(C).
    6. Leonardo Salvatore Alaimo & Mariantonietta Fiore & Antonino Galati, 2020. "How the Covid-19 Pandemic Is Changing Online Food Shopping Human Behaviour in Italy," Sustainability, MDPI, vol. 12(22), pages 1-18, November.
    7. Li, Chia-Ying & Zhang, Jin-Ting, 2023. "Chatbots or me? Consumers’ switching between human agents and conversational agents," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    8. Siyu Gao & Bilin Shao, 2022. "Why Do Consumers Switch to Biodegradable Plastic Consumption? The Effect of Push, Pull and Mooring on the Plastic Consumption Intention of Young Consumers," Sustainability, MDPI, vol. 14(23), pages 1-23, November.
    9. Hallikainen, Heli & Luongo, Milena & Dhir, Amandeep & Laukkanen, Tommi, 2022. "Consequences of personalized product recommendations and price promotions in online grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    10. Chen, Liuyan & Wu, Pengkun & Dou, Yudan & Wu, Yuanyuan, 2023. "Investigating senders’ switching intention to smart lockers: An extension of push-pull-mooring model," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    11. Alaimo, Leonardo Salvatore & Fiore, Mariantonietta & Galati, Antonino, 2022. "Measuring consumers’ level of satisfaction for online food shopping during COVID-19 in Italy using POSETs," Socio-Economic Planning Sciences, Elsevier, vol. 82(PA).
    12. Muhammad Mazhar & Muhammad Amir Nadeem & Haider Ali Abbasi & Umaima Tariq & Amin Jan & Rao Abdul Hannan Jaffar, 2022. "Reparation for Service Failure Through Service Recovery: An Assessment of Consumer Behaviour in an Online Shopping Context," Business Management and Strategy, Macrothink Institute, vol. 13(1), pages 64-87, June.
    13. Terrylina A. Monoarfa & Ujang Sumarwan & Arif I. Suroso & Ririn Wulandari, 2023. "Switch or Stay? Applying a Push–Pull–Mooring Framework to Evaluate Behavior in E-Grocery Shopping," Sustainability, MDPI, vol. 15(7), pages 1-18, March.
    14. Cambra-Fierro, Jesús & Gao, Lily (Xuehui) & Melero-Polo, Iguácel & Trifu, Andreea, 2021. "How do firms handle variability in customer experience? A dynamic approach to better understanding customer retention," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    15. Frasquet, Marta & Miquel-Romero, Maria-Jose, 2021. "Competitive (versus loyal) showrooming: An application of the push-pull-mooring framework," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    16. Ampadu, Seth & Jiang, Yuanchun & Debrah, Emmanuel & Antwi, Collins Opoku & Amankwa, Eric & Gyamfi, Samuel Adu & Amoako, Richard, 2022. "Online personalized recommended product quality and e-impulse buying: A conditional mediation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    17. Wenkun Zhang & Yanan Wang & Tao Zhang & Jinhua Chu, 2022. "Live-streaming community interaction effects on travel intention: the mediation role of sense of community and swift-guanxi," Information Technology & Tourism, Springer, vol. 24(4), pages 485-509, December.
    18. Hussain, Shahid & Seet, Pi-Shen & Ryan, Maria & Iranmanesh, Mohammad & Cripps, Helen & Salam, Abdul, 2022. "Determinants of switching intention in the electricity markets - An integrated structural model approach," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    19. Petcharat, Thanatchaphan & Jattamart, Aungkana & Leelasantitham, Adisorn, 2023. "A conceptual model to imply a negative innovation assessment framework on consumer behaviors through the electronic business platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    20. Shih-Hao Wu & Stephen Chi-Tsun Huang & Ching-Yi Daphne Tsai, 2022. "Lifelong good soldiers of higher education institutions: driving factors and obstructions of alumni loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 16(2), pages 331-357, June.

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