Motivational Factors for Online Grocery Shopping

This paper aims to understand the motivational factors including social influences, facilitating conditions, hedonic motivations, perceived risk and perceived trust which influence the consumers' intention to purchase grocery online. From the literature review, this paper found that many studies have investigated numerous factors for purchase intention, especially, in the cases which fashion and trends are involved. However, few studies have focused on the factors that affect consumers' intention to online grocery shopping. Influences from family members, friends and media have been considered as the key factors affecting purchase intention of consumers to shop grocery online. Particularly, when the consumers without experience in online grocery shopping. Moreover, consumers might need self-efficacy to perform shopping online. On the other hand, consumers' purchase intention is usually based on the quality and quantity of the product information. Hedonic motivated consumers will find more information about online shopping as they feel overwhelmed and happy in what they do. In fact, some consumers hesitate to buy online because of risk factor; therefore, it relies on trust. The review hopes to trigger future empirical studies to identify what factors could influence consumers' intention in buying groceries online.