THE INFLUENCE OF BRICK-TO-CLICK SHIFT MOTIVATIONS OF OMNI CHANNEL SUPERMARKET CONSUMERS ON THEIR ONLINE REPEAT PURCHASE: THE MEDIATING ROLE OF CONSUMER SATISFACTION AND PERCEIVED ONLINE RISK
In the context of trust-satisfaction-repurchase intention in the Omni channel supermarket, this study examines the considerable impact of the brick-to-click transition on consumers' online repeat purchase behaviour as well as the moderating effect of consumers' neurotic tendencies. Additionally, a combination of structural equation models (SEM) and prediction-oriented segmentation (POS) was used to uncover the likely underlying heterogeneous traits of consumers. The results of the global model SEM analysis show that offline-to-online trust transference occurs in e-commerce and that this transference of trust greatly affects consumers' pleasure and their propensity to make repeat purchases. A model of the factors that influence consumers' plans to make additional online purchases is created and empirically tested. Responses to a structured, self-administered survey completed by a sample of 458 consumers served as the basis for the model test's data. The findings demonstrate that habitual loyalty—defined as respondents' propensity to shop at supermarkets as a habit or typical daily activity—significantly affects customer happiness. This suggests that customers who often purchase at a supermarket are more likely to be pleased with their online shopping experience. It was discovered that the respondents who were more likely to purchase online in order to prevent contracting COVID were happier with their online shopping experience when utilising the supermarket's website or app. The respondents who are pleased with their online shopping experience see less danger in switching to the supermarket's online channel.
Repeat purchase intention, brick-to-click, Satisfaction, supermarket, online purchase.