Determinants of Online-to-Offline (O2O) Grocery Shopping Adoption among Consumers in Tier-2 and Tier-3 Cities of Odisha: An Empirical Analysis of Jio Mart Usage

Abstract: The O2O business model is increasingly being adopted by companies, but the main focus of research on O2O adoption is still individual consumers. There is not much done on organizational adoption and the effect of adoption on customer satisfaction. The current study analyzes the factors influencing the adoption of O2O grocery shopping for Jio Mart in the Tier-2 and Tier-3 cities of Odisha and goes beyond the current knowledge of O2O adoption which is mostly individual-based. It analyses key factors influencing adoption and evaluates the impact of O2O service attributes on customer satisfaction. Primary data were collected through a structured questionnaire from Jio Mart users, and statistical techniques were used for analysis. The results indicate that perceived convenience, trust, price advantage, and information and service quality positively influence O2O adoption, while perceived risk acts as a barrier. Additionally, service attributes such as convenience, delivery reliability, product quality consistency, pricing, and customer support significantly affect customer satisfaction. The study offers practical insights for enhancing O2O grocery adoption and service effectiveness in semi-urban markets of India. Keywords: Online-to-offline, adoption, consumers, Jio-Mart, customer satisfaction, perceived risk. Title: Determinants of Online-to-Offline (O2O) Grocery Shopping Adoption among Consumers in Tier-2 and Tier-3 Cities of Odisha: An Empirical Analysis of Jio Mart Usage Author: Sidhartha Sankar Bhol, Nihar Ranjan Misra International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 14, Issue 1, April 2026 - September 2026 Page No: 78-84 Research Publish Journals Website: www.researchpublish.com Published Date: 10-April-2026 DOI: https://doi.org/10.5281/zenodo.19497370 Paper Download Link (Source) https://www.researchpublish.com/papers/determinants-of-online-to-offline-o2o-grocery-shopping-adoption-among-consumers-in-tier-2-and-tier-3-cities-of-odisha-an-empirical-analysis-of-jio-mart-usage