A Proposed Model for Understanding the Influencing Factors of Consumer’s Purchase Intention towards Online Grocery Shopping
The purpose of this study is to review consumers’ purchase intention towards online grocery shopping and to propose a model to identify the influencing factors on this behaviour. The model is based on a review of past studies on online purchase intention, perceived benefit, perceived risk, attitude towards online grocery, subjective norms, perceived behaviour control and Theory of Planned Behaviour. The model can be used to understand consumers’ behaviour on their purchase intention toward online grocery. This research stream can provide valuable insights for retailers and e-retailers and factors that motivate consumers to make online purchases from them. The significance of this study lies in the fact that it will provide vital insights on how perceived benefit, perceived risk, attitude towards online grocery shopping, subjective norms, perceived behaviour control affect the purchasing intentions of online customers towards online grocery in Malaysia.