Marketing

Context (archaeology)

Customer value

Biology

Moderation

Social psychology

Economics

Market economy

Computer science

Business

Paleontology

Hierarchy

Database

Advertising

Psychology

Value (mathematics)

Co-creation

Conceptual model

Antecedent (behavioral psychology)

Machine learning

Journal of Retailing and Consumer Services

The study proposes a comprehensive model framework, Online Customer Experience-Attitude Behaviour Context model for online grocery retailing in a digital scenario. The research also studies the concept of value co-creation in a moderated mechanism. Data was collected from 526 respondents buying groceries online. Analytical Hierarchy Process, SPSS 23, AMOS 22 and PROCESS Macro were applied for further analysis, testing the hypothesis and model formulation. The results reveal that the antecedent's convenience, recovery, and delivery experience impacted the attitude significantly. The emerging concept of value co-creation influenced the overall relationship between the antecedent of Online Customer Experience and attitude but at lower level of value co-creation. Thus, suggesting that involving customers time to time in co-creating a delighting Online Customer Experience may be a good strategy for the online grocery retailers to elevate online customers' attitude and repurchase intention.

Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation