Factors determining Consumers’ Usage Continuance Intention for Mobile Grocery apps

Mobile grocery (m-grocery) apps are increasingly ubiquitous in South Africa. Despite this, the factors that determine consumers’ usage continuance for m-grocery have not been extensively explored in literature. A competitive environment has emerged within the m-grocery market. Firms have invested significantly in first-time user incentives, to attract new users. However, individuals often use the apps to redeem these incentives and then fail to return. Consequently, m-grocery apps often experience significant customer growth but low retention. This phenomenon represents a significant challenge for industry. The lack of literature on the mechanics of m-grocery usage continuance also represents a significant gap in literature. This quantitative study sought to understand the factors that determine consumers’ m-grocery usage continuance, beyond the adoption phase. The results suggest that satisfaction drives continued m-grocery usage. This satisfaction is grounded in the degree to which m-grocery apps confirm a consumer’s hedonic and utilitarian expectations.