Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/338020 
Year of Publication: 
2025
Citation: 
[Journal:] Digital Business [ISSN:] 2666-9544 [Volume:] 5 [Issue:] 2 [Article No.:] 100148 [Year:] 2025 [Pages:] 1-11
Publisher: 
Elsevier, Amsterdam
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.
Subjects: 
Cognitive-affective-conative model
Commitment-trust theory
Customer value theory
Intention to purchase
Relationship commitment
Same-day grocery delivery service
South Korea
Trust
Word-of-mouth
Persistent Identifier of the first edition: 
Creative Commons License: 
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Document Type: 
Article
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