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Consumer E-Loyalty for E-Grocery Shopping in a Metro City of India: Role of Flow and TAM Antecedents
Abstract
This study focuses on the e-loyalty of the grocery consumers. Understanding online behavior in developing countries is an emerging issue in these days. The purpose of this research is to examine the effects of antecedents of flow on attitude and perceived ease of use in the context of online grocery purchase behavior in a developing country perspective. Further, the study also examines the role of attitude and perceived ease of use in building e-loyalty. The present study analyzes the data of 250 respondents collected through an online survey. The data were analyzed employing exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equational modeling (SEM). The results show that the flow variables (concentration and enjoyment) have a positive but differential effect on attitude towards online grocery purchase. However, both concentration and enjoyment were equally important in influencing the perceived ease of use. The study also found that attitude positively influences the e-loyalty, and perceived ease of use influences both attitude and e-loyalty.
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