Drivers of Consumer Usage Intention Toward Online Grocery Services in Germany: A Quantitative Analysis of Convenience, Trust, Delivery Quality, and Price
DOI:
https://doi.org/10.51137/wrp.ijrcr.1076Keywords:
Online Grocery Shopping, Behavioural Intention, Consumer Behaviour, Usage Intention, GermanyAbstract
Online grocery retailing is among the fastest-growing parts of German e-commerce. Yet it still accounts for only a small share of grocery spending, and most consumers remain non-users. Operational reach alone has not secured adoption. The consumer-side drivers of usage intention in Germany therefore remain insufficiently quantified. This study examines how five drivers shape the intention to use online grocery services: delivery quality, trust, convenience, price fairness, and price level. A cross-sectional online survey was conducted among 190 consumers in Germany. All constructs were measured on five-point Likert scales. The data were analysed in Jamovi using multiple linear regression. Supplementary analyses comprised a t-test, a one-way ANOVA, a Spearman correlation, and an exploratory content analysis of open-ended comments. The model explained 43.8 % of the variance in usage intention. Convenience and price fairness were the only statistically independent predictors. Delivery quality, trust, and price level correlated with intention but added no unique effect. Prior usage experience produced the largest group difference. Age was negatively related, and employment status had no effect. Notably, convenience was the strongest predictor yet was rated the least important criterion by respondents. For providers, the findings point to two priorities: effortless ordering and transparent, fair pricing. Lowering the barrier to a first trial is key to converting non-users.
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Copyright (c) 2026 Finn B. Carstensen, Lasse Heimböckel, Jonathan Häffner, Lars J. Mau, Oke Zarmstorff (Author)
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