Antecedents and consequences of perceived value in mobile grocery shopping

Abstract

Purpose- The study aims to examine the antecedents and consequences of consumers' perceived value within the scope of mobile grocery shopping (MGS). In the study, the effect of financial risk and performance risk on perceived value, and the effect of perceived value on repurchase intention and corporate image were examined. Methodology- Convenience sampling method has been used in the study. Data are collected from 271 users living in Ankara by survey method and analyzed by structural equation model. Normality and Cronbach Alpha values are conducted with SPSS 26 package program; Goodness of fit values, validity analysis and path modelling are carried out with the AMOS 24 package program. Findings- Financial risk (β=-0.389; p<0.001) has a slightly stronger negative impact on perceived value than performance risk (β=-0.228; p<0.001). It was concluded that perceived value positively affects repurchase intention (β=0.622; p<0.001) and corporate identity (β=0.262; p<0.001). Conclusion- As a result of the research, it is revealed that financial risk and performance risk affect the perceived value negatively. When the use of MMA is worth the money to the consumer, it will lead to the individual to consider continuing to use this mobile service to purchase products. Moreover, the fact that the use of MMA is beneficial for the consumer causes the perception that this company, which sells grocery products, has a social contribution and a positive image to the society.