Mobile Grocery Shopping Application: Adoption and Motive Factors Influencing Intention to Use

Abstract

Many consumers use mobile applications to purchase groceries with online grocery transactions becoming more active. Although there have been many studies on online grocery shopping, few studies have investigated the motivational factors and satisfaction of grocery application users in the mobile sector, including the roles of engagement and experiential factors. This study examined why consumers intend to engage with grocery apps continuously, show user attachment, and present authentic experiences. We used structural equation modeling to analyze data from the users who had experience using mobile grocery shopping apps. The results showed that innovation diffusion attributes had a significant impact on attachment. The effects of the uses and gratifications had significant influences on both attachment and authentic experiences. This study provides several new insights into mobile grocery transition research.