SYSTEMATIC LITERATURE REVIEW OF INFLUENCING FACTORS IN ONLINE GROCERY SHOPPING (OGS) USER EXPERIENCE (UX): MULTI-DIMENSIONAL MODEL Multi-Dimensional Model

Resumo

Goal: This article presents a comprehensive systematic review of the main factors influencing User Experience (UX) in online grocery shopping (OGS), highlighting the importance of UX in OGS platforms. Design/Methodology/Approach: Drawing from 27 academic studies conducted over the past ten years, the review explores 49 distinct factors that impact the user experience in OGS. Results: An observational model is proposed, analyzing how each dimension contributes to the overall user experience, grouping the influencing factors into four main dimensions: Platform, Service, Product and User. The study highlights the importance of a holistic and user-centered approach to improving UX in OGS platforms. Originality/ Value: This research emphasizes the interplay between various influencing factors and their role in shaping both positive and negative user experiences, offering an observational model and insights for improving UX design and consumer satisfaction in the e-commerce grocery sector.