V2I11P26

Consumer Purchase Intention and Behaviour Towards Online Grocery Shopping in the Post-Digital Era: Empirical Evidence from Chennai City

Sandhya. B^1*

Abstract

This study investigates customer purchasing intentions and behaviors about online grocery shopping in the post-digital era, specifically focusing on Chennai City. This research combines the Technology Acceptance Model (TAM) and Consumer Behaviour Theory to evaluate the influence of six primary factors: Trust & Security, Convenience & Delivery, Perceived Usefulness, Ease of Use, Price Sensitivity & Offers, and Customer Satisfaction—on Purchase Intention and Repurchase Behaviour. A structured questionnaire was distributed to 240 participants via a stratified sampling technique. Data were examined by Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) to substantiate the proposed correlations. The SEM model demonstrated an acceptable fit (χ²/df = 2.15, GFI = 0.93, CFI = 0.95, RMSEA = 0.048), showing the resilience of the conceptual framework. Findings indicate that Trust and Convenience substantially increase buy intention, whereas Satisfaction serves as a vital mediator between intention and repurchase behavior. The findings underscore the shifting consumer preference towards secure, dependable, and convenient online grocery services rather than price-centric promotions in Chennai’s digital retail environment. The research suggests that digital trust and service quality are essential for maintaining loyalty in online grocery platforms.

Keywords:

Online Grocery Shopping, Consumer Purchase Intention, Trust, Satisfaction, Post-Digital Era, SEM, Chennai