A structural equation model of the determinants of repeat purchase behaviour of online grocery shoppers in the UK

Abstract

The thesis aims at developing a structural equation model of the determinants of repeat online grocery shopping behaviour. In particular, it examines online grocery shopping behaviour, sample and characteristics of shoppers, identifies key constructs that are the determinants of online grocery repurchase behaviour, and formulates a structural equation model in terms of the key determinants. Previous key literatures related to online grocery shopping are first reviewed and a conceptual framework comprising the various hypotheses is proposed, and then empirically examined. Quantitative research method based on an online survey is employed and a total of 333 respondents form the sample for this research. Confirmatory factor analysis is used to assess the fit of the measurement model and to refine the constructs. Structural model is also employed to investigate any causal relationships among the constructs based on the proposed model and the hypotheses paths. With respect to the results of demographic profiles, online grocery shoppers are identified as women, age group of 18-34 years old, full-time workers, having a moderate income and higher educational level, and living with another adult without children. In addition, the results indicate that six constructs, perceived usefulness, perceived ease of use, shopping enjoyment in a store, social influence, post-purchase attributive satisfaction and attitudes towards online grocery shopping, are involved in the consumer’s repeat online grocery shopping behaviour. Moreover, the proposed theoretical framework has all consistent and valid scales for each of the constructs, and the measurement model for each construct shows good measures of fit explaining data reasonably well. Associated with the structural model, it is found that the construct of post-purchase attributive satisfaction has the strongest direct effect on consumers’ attitudes towards online grocery shopping, and the strongest both direct and indirect effects on consumers’ repeat online grocery purchasing intentions. Indirect route is developed through consumer’s attitude although this route is much weaker than that from direct relationship.