Drivers of satisfaction and usage continuance in e-grocery retailing: a collaborative design supported perspective

Abstract

PurposeThe purpose of the study is to identify the key antecedents relating to the interaction design of the e-groceryretail mobile applications and offer innovative marketing interventions to facilitate consumer–brand interaction and generate continuous usage intention.Design/methodology/approachData were collected from the subjects using a personally administered questionnaire by adopting a non-probability method. The target respondents of this study were individuals who are users of smartphone and have purchased groceries through mobile applications at least once in two months. On the basis of responses received, a sequential predictive analytic method that includes structural equation modelling (SEM) and artificial neural network (ANN) techniques were employed.FindingsThe findings of the study highlighted the critical role of collaboration design in harbouring satisfaction and maintaining a regular clientele for e-grocery applications by confirming the presence of complementary mediation. Such validated proposition and tested research model backed by significant methodological rigour advances the research based on post-acceptance behavioural affordances in interactive marketing literature.Originality/valueThe study endeavours to understand users' post-acceptance behaviour by analysing the contemporary factors relating to the interaction design of the platform in terms of mobile application attributes that would drive user patronage intentions. Further, the study highlights the pioneering role of collaboration design for e-grocery retailers, as the recent alliances among strategic players to achieve synergistic business leadership have proven to be a game-changing evolution in the industry.

Modelling services continuance intention: evidence from apps stores

“…Based on Expectancy Disconfirmation Theory (Oliver, 1980), continuance is primarily determined by Apps usage satisfaction with prior experience in a retail App. Previous literature found that the dominant predictor of continuance intention to use is satisfaction (Kumar et al, 2022). In addition, satisfaction has also been found to be a significant driver of continuance intention positively in numerous empirical studies of knowledge sharing (Selim et al, 2022) and virtual communities (Chen, 2007).…”

Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context

“…Previous studies have demonstrated the continue usage intention of e-commerce for online shopping, such as food delivery (Wang et al, 2021;Lee et al, 2019), multichannel retailers' mobile applications (Al-Nabhani et al, 2022), mobile commerce (Chong, 2013) and e-commerce retail mobile applications (Kumar et al, 2022). Yoon et al (2020) measured the effect of shopping value on the continuous intention to use online cross-border shopping.…”

The impact of brand transparency of food delivery apps in interactive brand communication

“…With increasing concerns among consumers about the safety and hygiene of foods during the ongoing pandemic, there is a greater preference for online food delivery that offers fresh foods, hygienic packaging and high sanitation standards . Online ratings favorably influence continuance intention toward mobile food ordering apps and are a key determinant of user satisfaction (Alalwan, 2020;Kumar et al, 2023). Food hygiene rating system was found to improve the transparency and sales of food businesses (Vegeris, 2015;Djekic et al, 2014).…”