Grocery delivery platforms: repurchase and positive word-of-mouth drivers

Purpose This study explores how positive user experiences with grocery delivery platforms influence key consumer behavioural outcomes, specifically, repurchase and word-of-mouth intentions. As digital technologies continue to transform retail and consumption patterns, understanding the mechanisms driving consumer engagement in this context is increasingly critical. Design/methodology/approach A mixed-methods research design was employed. Qualitative insights were derived from a focus group of 8 participants to uncover salient perceptions of grocery delivery platforms. These findings inform the development of a quantitative survey, administered to 207 consumers. Findings Results indicate that ease of use, product availability, delivery efficiency and overall convenience significantly influence consumer behavioural responses. These attributes impact the app-mediated shopping experience and foster stronger repurchase and enhanced word-of-mouth intentions. Originality/value This study contributes to the literature on consumer behaviour and human-computer interaction by focussing on mobile-enabled e-grocery services and identifying the specific attributes that shape consumer engagement. By integrating qualitative and quantitative evidence, the study provides a nuanced understanding of how technology-driven grocery platforms can enhance user interaction and drive loyalty-related outcomes.