Article
https://doi.org/10.52783/mjble.752
A Systematic Literature Review on User Adoption and Satisfaction of Online Grocery Applications: An Empirical Investigation
Online grocery services applications have evolved from a niche retail channel to a mainstream form of household provisioning, a transition significantly accelerated by the COVID-19 pandemic and enabled by the subsequent surge in quick-commerce platforms. Although a growing empirical literature exists, the understanding as to why consumers choose these apps and what influences their satisfaction is still dispersed across disciplines, theoretical perspectives and countries. This review follows the PRISMA statement and is structured in the form of an SLR between 2015 and 2026 focusing on 58 empirical articles to consolidate the factors of adoption and satisfaction, as well as assess the application of theoretical models in this domain. Based on sample sizes from n = 297 to n = 18,598 in 11 exemplar studies, the review reveals that the most consistent determinants of adoption are perceived usefulness, perceived ease of use, convenience, and trust (with cited path coefficients up to r = .528 between usefulness and behavioural intention and explained variance of up to R² = 53 in integrated TAM–TPB models), relying predominantly on the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and use of Technology (UTAUT/UTAUT2). Satisfaction is mainly influenced by e-service quality, delivery and fulfilment quality and perceived value (structural model fit indices of CFI = .906 and RMSEA = .073 in one representative study), mostly explained by Expectation-Confirmation Model (ECM) and e-ServQual models. There are huge differences in post-pandemic continuance intention among people, ranging from 45% to 89% in three national surveys. The paper further contrasts these results with real market data (among other the Indian online grocery market, worth USD 8.82 billion in 2024, with a CAGR of 44.9% through 2030), as a case in point illustrating fast real-world acceptance. An integrated conceptual framework is presented, and gaps in the literature regarding post-adoption behaviour, cross-cultural investigation and quick-commerce-specific constructs are highlighted as future research priorities.