Consumers’ Experiences of Online Grocery Shopping and Delivery Services in South Africa
DOI:
https://doi.org/10.51137/wrp.ijrcr.959Keywords:
Consumers’ Experiences, Mobile Application, Online Grocery Shopping, South AfricaAbstract
This study analyse consumers’ experiences of online grocery shopping and delivery services in South Africa. Using the case of Checkers Sixty60 mobile app, the study analysed content from the Google Play store on consumers’ comments related to their experiences for online grocery shopping and delivery services. The findings showed insights into the three dimensions of consumers’ experiences for online grocery shopping: cognitive (actual use, achieving a goal and flow), rational (economic value, efficiency of service, effectiveness of mobile app and products quality) and affective (user support, new experiences, user friendly, fun, refunds and social responsibility). Further, online grocery application was meeting the needs of users who were homebound due to old age and sickness. It was important for the retailers to find ways of improving quality, consumers sense of purpose and management of online grocery shopping app upgrades to retain features that were working. The study contributed towards literature on online grocery shopping use in the context of South Africa and proposes areas of further research.
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