Development of the e-AGRINT Model: A Grounded Theory Study of Online Repurchase Intentions for Agricultural Products in Indonesia
Abstract
This study investigates how agricultural products on Indonesian e-commerce platforms can be developed to enhance consumers’ online repurchase intentions. It advances the understanding of repurchase intention in the context of agricultural e-commerce by introducing the e-AGRINT model, a novel conceptual framework rigorously constructed using a qualitative grounded theory approach. The model identifies four core dimensions that influence consumer repurchase intention: Product Assurance, Service Reliability, Social Drivers, and Price & Promotion. Product Assurance encompasses product quality, certification, and packaging quality. Service Reliability comprises delivery performance, platform responsiveness, and payment convenience. Social Drivers capture peer influence, community impact, and product storytelling, while Price & Promotion highlights the effects of discounts, loyalty programs, and competitive pricing. The e-AGRINT model was developed through an in-depth qualitative study based on semi-structured interviews with 21 Indonesian e-commerce users who had previously purchased agricultural products online. The study follows grounded theory procedures including theoretical sampling, open and axial coding, and data triangulation to ensure methodological rigor. Thematic analysis using constant comparison techniques facilitated the identification of emerging patterns and the synthesis of a coherent conceptual framework. The novelty of this study lies in the development of the e-AGRINT model specifically tailored to the Indonesian agricultural e-commerce context, a domain that remains underexplored. Unlike prior studies, this research integrates both emotional and contextual consumer dimensions, offering fresh theoretical and practical insights into the digital behavior of agricultural product buyers. Anchoring its analysis within the specific context of online agricultural commerce, this study contributes to the relatively underexplored body of literature in this domain.
The findings provide a robust empirical foundation for future research on agricultural technology adoption, digital marketing strategies, and sustainable economic development in emerging market contexts. The e-AGRINT model offers both theoretical contributions and actionable insights for e-commerce platforms and agribusiness stakeholders seeking to strengthen customer retention and loyalty. Future research may broaden its relevance by integrating environmental and social dimensions or by adapting the model to international agricultural markets.
Keywords: e-AGRINT model, Qualitative study, Grounded theory, Agricultural products, Indonesian e-commerce.
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