Investigating Consumer Perception and Consumer Attitude towards Online Purchase Intention: Applied on Online Grocery Shopping Applications

نوع المستند : المقالة الأصلية

المؤلفون

1 Arab Academy for Science, Technology and Maritime Transport. Arab Academy for Science, Cairo, Egypt

2 Arab Academy for Science, Technology and Maritime Transport. Arab Academy for Science, Alexandria, Egypt

المستخلص

      This study aims to investigate consumers perception process towards grocery shopping online as well as their attitudes towards online grocers and its impact on their buying intentions. This study used quantitative research with a deductive reasoning approach, it also uses the positivism theoretical perspective.  This research choice was positivism approach as purpose of theory is to generate hypotheses that can be tested and that will thus permit clarifications of laws to be measured. This was done by using online questionnaires and usage of secondary data. Online questionnaire distribution took place during September 2023, seeking to collect a response size of 400 as Krejcie  and Morgan (1940) claimed that this is an appropriate size to generalize the research findings. A cross sectional time frame was used as the data was collected only one time. Once the needed data was collected, structural equation modeling (SEM) was conducted to assess and test the research hypotheses. Based on the results, it shows that online grocery shopping mobile application exposure, attention, interpretation, usefulness, ease of use and entertainment had a strong relationship and impact on purchase intention.

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