Description of Invention
E-grocery is steadily growing its presence in the marketplace. Studies related to e-grocery shopping is limited. The objective of the study is to determine what drives the e- grocery purchase retention. The variables are convenience, merchandising, financial security, efficiency, system availability, fulfilment and privacy and these factors are tested to determine their influence on e-grocery purchase retention. Convenience sampling is used to collect the data. 200 respondents participated in the study. Multiple regression analysis reveals that convenience, financial security, efficiency, fulfillment, and privacy influence e-grocery purchase retention. However, merchandising and system availability are not significant factors of e-grocery purchase retention.