Impact of Pre-Purchase Trust and Health Risk on Online Grocery Shopping During COVID-19

COVID-19 pandemic resulted in upsurge of online shopping and especially convenience goods. Online grocery companies witnessed tremendous increase in their customer base during that period. It is important for e-retailers and marketers to understand what different factors influenced the intention of customers to do online shopping from specific online shopping sites during pandemic. This study investigates the influence of Health Risk and Pre-Purchase Trust on Online Grocery Shopping during COVID-19 pandemic. Primary data is used for the study collected through online survey conducted during the period of July 2020 to October 2020 from 260 online customers in the Punjab region of India. It is found that during COVID-19 pandemic, health risk and pre-purchase trust are the most important factors that influence the purchase intention of customers for grocery shopping on the Online platform. The results of the study provide implications with factors, applications, and the opportunities that can be useful for supply chain and online retailers of grocery items for attracting more and more customers.