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

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.