ABSTRACT To date, there is still a low consumer intention to use an online grocery (e-grocery) in Indonesia. Therefore, this study was conducted to identify the factors affecting consumer intention to switch from traditional to online grocery shopping using the moderating effect of gender. This study involved 522 respondents. The data were then analyzed using the Covariance Based Structural Equation Modeling (CB-SEM) method with the AMOS 21.0 software. The results show that the factors influencing consumer intention to switch from offline to online shopping in Indonesia are perceived channel risk, perceived price-search intentions, mobility, and perceived difference in delivery time. Additionally, the moderating effect of gender significantly influences the factors affecting consumer intention to switch. This research can be a reference to developers of e-grocery applications that are aimed to provide better services and that could be widely accepted by consumers.

中文翻译：

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利用印度尼西亚的性别调节作用将意图从传统杂货转换为在线杂货

摘要迄今为止，在印尼使用在线杂货店（电子杂货店）的消费者仍然很少。因此，本研究旨在利用性别调节作用来识别影响消费者从传统购物转向在线杂货购物的意愿的因素。这项研究涉及522名受访者。然后使用基于协方差的结构方程建模（CB-SEM）方法和AMOS 21.0软件对数据进行分析。结果表明，在印度尼西亚，影响消费者从离线购物到在线购物的意愿的因素包括感知的渠道风险，感知的价格搜索意图，流动性以及感知的交付时间差异。另外，性别的调节作用显着影响影响消费者转换意愿的因素。