Consumers' repurchase intention in online grocery shopping in Malaysia

The fast technological process and development of information and communication technology (ICT) has made our lives easier in many ways especially in online business transaction. As online business continues to grow, shopping habit among Malaysian consumer has also shifted from brick and mortar stores to brick and click including grocery shopping. The trend of having grocery delivered to the doorstep is due to its convenient and time saving. Besides that, online grocery shopping has encouraged consumers to shop online to fulfill their daily household needs because people claimed that grocery shopping activity at traditional stores is stressful. Therefore, the advancement of Internet is supposed to enhance consumer loyalty and encourage them to continuously using online grocery shopping in Malaysia. Unfortunately, previous studies have shown that online groceries are not consistently purchased by Malaysian consumers due to some reasons such as inconsistent quality, high delivery charges and lack of sensory characteristics. Despite the problems faced by consumers, there are still number of them that have continuously performed online grocery shopping and the demand in the industry is still growing. Thus, this research is focused on experienced online grocery shoppers with the aim to investigate Malaysian consumers’ repurchase intention in online grocery shopping. This study was conducted in Klang Valley area with a total of 521 respondents. The primary data was collected using online structured questionnaire and were distributed via electronic mail and private message to the targeted respondents. The data collected was analysed using descriptive analysis, chi-square analysis, factor analysis, and binary logistic regression analysis. First, descriptive analysis was used to determine consumers’ socio-demographic characteristics and their experience in online grocery shopping. Chi-square analysis was used to test the association between socio-demographic characteristics and repurchase intention in online grocery shopping. Next, factor analysis was used to explore factors influencing Malaysians’ repurchase intention in online grocery shopping. Lastly, binary logistic regression analysis was applied to investigate the most influential factors of consumers’ repurchase intention in online grocery shopping. The findings of descriptive analysis showed that most of the online grocery shopper is female and the reasons why they choose to shop grocery via online is because convenient and time saving. The results of chi-square analysis showed that consumers’ gender, age, marital status, occupational sector, job title and number of household have significant association with their repurchase intention in online grocery shopping. Besides that, factor analysis results identified five factors namely perceived usefulness, satisfaction, perceived risk, perceived information accessibility and perceived ease of use as the factors influencing consumers’ repurchase intention in online grocery shopping. Further, results of binary logistic regression analysis revealed that satisfaction is the most influential factor of consumers’ repurchases intention in online grocery shopping. In conclusion, results from this study shows and proves that Malaysians are keen to continue repurchase grocery through online on their next visit. As per discussion, the analysis results revealed that the most important factor that influenced Malaysian consumers’ repurchase intention in online grocery shopping is satisfaction. Therefore, the results of this study could provide online grocery retailers an understanding on how Malaysian consumers response to online grocery shopping and allow them to improve their service so that consumer will gain more confidence to continue shopping groceries via online platforms.

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