Analytical Study of Factors Impacting Online Grocery Shopping by Urban Consumers through Mobile-Commerce using Structural Equation Modelling Approach

Abstract

The online purchase of the products from different segments is capturing interest of the buyers.  Mobile-Commerce with its intuitive user interface provide buyer more flexibility and personalized experience. The objective of this research is to understand the factors significantly impacting online grocery shopping using M-Commerce.   The study is descriptive in nature based on the primary data of 123 respondents. The data collected was quantitative in nature based on various factors to examines the cognizance of internet and its adoption helps the buyers to make the right decision of buying the groceries online. The factors are analysed using Structural Equation Modelling.  The findings of the study shows that there exists a strongest relationship between the Perceived Trust and buying behaviour since Perceived Trust to buying intention (β = 0.547, p < 0.01) and buying intention to buying decision (β = 0.501, p < 0.01) for purchase of groceries online, followed by Perceived Usefulness to buying intentions (β = 0.381, p < 0.01), Perceived Ease of Used to buying intentions (β = 0.291, p < 0.01).  Also, it is seen that Perceived Ease of Use also have direct impact the buying decision (β = 178, p < 0.05).