Abstract
AbstractToday the online grocery shopping (OGS) is helping customers by making their life convenient by offering best and comfortable deals. Scope of online grocery shopping is increasing exponentially. Therefore, this study aims at examining the influencing role played by personal innovativeness (PI), economic values (EV), design aesthetic (DA), perceived enjoyment (PEJ) and convenience (CON) attributes on development of positive attitude to use OGS by Indian customers. For testing the variables and relationship of the proposed model, a structured questionnaire was formed and dispersed among 351 Ghaziabad and Delhi residents, out of which 232 were used for analysis. The Smart PLS 3.0 programme has been used to provide partial least square structural equation modelling (PLS-SEM) method. Finding a study easy to use (PEOU), perceived usefulness (PU), PI, EV, DA and PEJ and CON have a symbolic quantitative correlation in India with the acceptance of OGS. In contrast, PEJ did not support PEOU. Therefore, the study will provide direction to all online grocery service providers to design their services according to the customer’s expectation and need.KeywordsOnline grocery shopping (OGS)Personal innovativenessEconomic valuesDesign aestheticPerceived enjoyment and convenient
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