Switching Intention from Traditional to Online Groceries Using the Moderating Effect of Gender in Indonesia

ABSTRACT

To date, there is still a low consumer intention to use an online grocery (e-grocery) in Indonesia. Therefore, this study was conducted to identify the factors affecting consumer intention to switch from traditional to online grocery shopping using the moderating effect of gender. This study involved 522 respondents. The data were then analyzed using the Covariance Based Structural Equation Modeling (CB-SEM) method with the AMOS 21.0 software. The results show that the factors influencing consumer intention to switch from offline to online shopping in Indonesia are perceived channel risk, perceived price-search intentions, mobility, and perceived difference in delivery time. Additionally, the moderating effect of gender significantly influences the factors affecting consumer intention to switch. This research can be a reference to developers of e-grocery applications that are aimed to provide better services and that could be widely accepted by consumers.

KEYWORDS:

• E-grocery
• switching intention
• moderating variable
• gender
• Indonesia

Acknowledgments

We want to convey our gratitude to the University of Indonesia for theGrant PUTI Q2, grant No. NKB-1472/UN2.RST/HKP.05.00/2020.

Competing interests

The authors declare that they have no competing interests.

Disclosure statement

The authors declare no conflict of interest.

Ethical approval

The ethical approval is not required for our study.

Potential conflicts of interest

The authors declare that they have no potential conflicts of interest.

Notes

¹ https://www.nielsen.com/id/en/press-releases/2018/global-online-grocery-purchasing-up-15percent-in-last-two-years-leading-to-an-estimated-usd70-billion-sales-in-online-fmcg/.

² https://www.cnbcindonesia.com/tech/20190311101823-37-59800/wow-transaksi-e-commerce-ri-2018-capai-rp-77-t-lompat-151.

³ https://katadata.co.id/berita/2020/02/19/riset-belanja-online-indonesia-tumbuh-37-kali-lipat-di-2025.

Additional information

Funding

This work was supported by the Universitas Indonesia [PUTI Q2, grant No. NKB-1472/UN2.RST/HKP.05.00/2020].