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This study focuses on the e-loyalty of the grocery consumers. Understanding online behavior in developing countries is an emerging issue in these days. The purpose of this research is to examine the effects of antecedents of flow on attitude and perceived ease of use in the context of online grocery purchase behavior in a developing country perspective. Further, the study also examines the role of attitude and perceived ease of use in building e-loyalty. The present study analyzes the data of 250 respondents collected through an online survey. The data were analyzed employing exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equational modeling (SEM). The results show that the flow variables (concentration and enjoyment) have a positive but differential effect on attitude towards online grocery purchase. However, both concentration and enjoyment were equally important in influencing the perceived ease of use. The study also found that attitude positively influences the e-loyalty, and perceived ease of use influences both attitude and e-loyalty.

This study targets consumers of a nonmetro city to assess their perceptions about online grocery shopping. Earlier grocery companies were targeting only selected metro cities. However, recent reports have indicated that nonmetro cities can also become a profitable market for online grocery retailers. This study is an attempt to provide an empirical analysis related to the beliefs and the attitude of target consumers about online grocery shopping. By applying belief-attitude-behavior approach, the study tests the relationships between convenience, security, and variety with attitude and social norms (SNs) and thereof the relationship between attitude and social norms with purchase intention of online grocery. The results of the study indicate that both attitude and SNs have a significant positive relation with online grocery purchase intention. Convenience is significantly related to attitude but not with SNs. Both security and variety significantly predict each of attitude and SNs.