MDOI › International Journal of Multidisciplinary Studies and Innovative Researchs › 110.0278/INT.2026.00252

Article

Analysis of consumer response to online same-day grocery delivery service: The case of South Korea

Hyun Sang An et al 2025 International Journal of Multidisciplinary Studies and Innovative Researchs

Abstract

Purpose This study is to examine what affects consumers' decision-making processes for adopting same-day online grocery delivery services in South Korea. Design/methodology/approach It analyzes the cognitive (vendor, product, price quality, and perceived risk), affective (trust and relationship commitment), and conative (word-of-mouth and service adoption intention) dimensions within an integrated framework of customer value theory, commitment-trust theory, and the cognitive-affective-conative model. Findings The findings reveal that product quality, price, and decreased perceived risk significantly impact consumer trust, but vendor quality does not. Trust positively influences relationship commitment and consumer willingness to share positive word-of-mouth and adopt the service consequently. The results reveal the importance of trust and commitment in the consumer decision-making process when adopting new services. Originality/value It recommends that service providers focus on service differentiation, customer experience, and service adoption incentives. Personalized marketing communication and continuous customer engagement are also recommended to enhance positive word-of-mouth and actual service adoption.

Identifier Metadata

Identifier	110.0278/INT.2026.00252
Canonical	mdoi:110.0278/INT.2026.00252
Resolver URL	https://mdoi.org/110.0278/INT.2026.00252
Resource URL	Open resource
Document URL	Open document
Content Type	Article
Authors	Hyun Sang An et al
Year	2025
Depositor	International Journal of Multidisciplinary Studies and Innovative Researchs Organisation
Prefix	110.0278
Registered	June 22, 2026
Updated	June 22, 2026
Status	Active
Visibility	Public

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Analysis of consumer response to online same-day grocery delivery service: The case of South Korea

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