Why do online grocery shoppers switch? An empirical investigation of drivers of switching in online grocery |
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| Institution: | 1. National University of Singapore, 15 Kent Ridge Drive, Singapore 119245, Singapore;2. China Europe International Business School, Shanghai, China;3. Nelson Mandela Metropolitan University, South Africa;4. Regents’ Professor Emeritus, Georgia Institute of Technology, USA;1. School of Management, Fudan University, China, 670 Guoshun Road, Shanghai 200433, China;2. Institute of High Performance Computing (IHPC), Agency for Science, Technology and Research (A*STAR), Singapore, 1 Fusionopolis Way, #16-16 Connexis, Singapore 138632, Singapore;3. Global Enterprise Mobility, Singapore Telecommunications Limited (SingTel), 31 Exeter Road, #12-00, Comcentre, Singapore 239732, Singapore;4. Department of Information Systems, National University of Singapore, Computing 1, 13 Computing Drive, Singapore 117417, Singapore;1. International College of National Institute of Development Administration, Thailand;2. Mahidol University International College, Thailand |
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| 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. |
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| Keywords: | Online grocery Push-pull-mooring Switching behavior |
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