Purchase Behavior of Consumers Toward GSAs: A Longitudinal Assessment

This study aims to examine the purchase behaviour decision like drivers and barriers for Grocery Shopping Apps (GSAs) as well as discover the role of customer involvement in order to explain both the reasons as to why people refrain from purchasing from GSAs as well as what motivates them to buy groceries from GSAs. The study used the Stimulus-Organism-Response framework and Innovation Resistance Theory to learn about purchase intentions and behaviour towards GSAs. A longitudinal study has been conducted with 418 in the first phase and 392 in the second phase with the same set of respondents. Results show that people who are willing to switch from traditional stores to GSAs enjoy new experiences and new ways to use products. GSAs should think about how to get users interested in their apps and keep them interested, personalise their experience, and make features that make users care about the apps.