This paper draws a model based on push, pull and mooring (PPM) framework which acts as drivers of consumer e-loyalty in the context of online grocery shopping. The theoretical framework describes the potential influences of push, pull, and mooring on consumer e-loyalty intention. Taking covid-19 pandemic era as the context of the study, consumer mobility and perceived risk are relevant to be added, considering the large scale restriction in the society . This is a descriptive research that measures individual’s perceptions to understand the influence of PPM components toward their e-loyalty behaviour. The unit of analysis in this study is individual purchasing groceries through online platform. Data collection used convenience sampling. Pre-test on 30 respondents was done to test reliability and validity of measurement item. Another 218 usable responses were analysed using multiple regression to test the hypothesis. Potential influences of perceived risk and consumer mobility towards the relationship of push, pull and mooring framework will also be demonstrated in the framework. The finding shows that the component of push (technical excellence), pull (word of mouth), and mooring (past switching behavior) are significantly influencing grocery shoppers’ e-loyalty. However, we cannot find support on the effect of customer services, excellence in delivered products, price perception (push components), alternative attraction (pull component), and low switching cost toward e-loyalty behaviour. Meanwhile, the moderating effect of perceived risk and limited consumer mobility in pandemic area is evident in all linkages of push, pull and mooring components towards e-loyalty. This research fills the gap of the e-loyalty drivers by not only taking the PPM framework, but also specific aspects to large scale restriction during pandemic era; that is consumer mobility and perceived risk. This research sheds light to the understanding of how to maintain the e-loyalty of the consumers in the uncertainty period of pandemi.

Keywords

Push, pull and mooring, online shopping, e-Loyalty, consumer mobility, perceived risk