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Mobile grocery shopping has gained traction recently due to the COVID-19 pandemic. Hence, this study aims to investigate the antecedents that influence consumers’ buying intention through mobile grocery shopping. This was achieved through the use of a multi-perspective research model that includes the consumers’ positive and negative valences as well as consumer characteristics. Data was collected from 400 Malaysian consumers and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Artificial Neural Network (ANN) analysis. The finding of the study indicated the significant effects of positive valences (e.g., hedonic and utilitarian value) but not negative valences (e.g., privacy concern and security risk) on consumer buying intention through mobile grocery shopping. This study among the first to examine the intricacies of varying consumer characteristics in the context of mobile grocery shopping. The implications derived from the findings of this study are discussed.

Understanding Valences in Mobile Grocery Shopping: Do Consumers’ Characteristics Matter?