The intention to reuse online grocery shopping applications in the new normal

Abstract

: Online Grocery Shopping Applications are today’s innovative form of mobile marketing, especially in the context of the complicated developments of the Covid-19 pandemic. The purpose of this study is to identify and experimentally test the key factors influencing c ustomers’ e-satisfaction and the intention to reuse OGSA in Vietnam after the Covid-19 pandemic. The structural linear model (SEM) was used to test hypotheses with 284 data samples in Ho Chi Minh city from 01/08/2021 to 30/09/2021. The result indicated that continuance intention to use OGSA was driven by the factor of e-satisfaction and Perceived task - technology fit; while e-satisfaction was influenced by Product, Shipping, Effort expectancy, Performance expectancy. Nowadays this research has theoretical contributions as well as practical implications related to online ordering applications.