Online grocery shopping: the influence of situational factors

Abstract

Purpose -This paper seeks to understand the triggers which influence the adoption (and the discontinuation) of online grocery shopping. Specifically, the research aims to establish the role of situational factors in the process of adoption. Design/methodology/approach -A two-step research process is employed. First, exploratory qualitative research is carried out, with the purpose of gaining an in-depth understanding of consumers' online grocery shopping behaviour. This is followed by a large-scale quantitative survey extending the findings of the qualitative research and validating the role of situational factors in instigating the commencement (and discontinuation) of online grocery buying. Cluster analysis is used to segment consumers based on the importance of specific types of situations. Findings -Both qualitative and quantitative results establish the importance of situational factors, such as having a baby or developing health problems, as triggers for starting to buy groceries online. Many shoppers are found to discontinue online grocery shopping once the initial trigger has disappeared or they have experienced a problem with the service. Practical implications -While situational factors are beyond a marketer's control, they could be used as a basis for marketing communications content and target advertising, for instance, by using magazines directed at new parents. Originality/value -The importance of situational factors as triggers for the adoption of online grocery shopping suggests an erratic adoption process, driven by circumstances rather than by a cognitive elaboration and decision. The adoption of online shopping seems to be contingent and may be discontinued when the initiating circumstances change.

The relevance of shopper logistics for consumers of store-based retail formats

“…These resulting indirect effects can be justified as follows. Bell et al (1998) and Hand et al (2009) Beside others personal characteristics age (µ 1 ) can determine the ability to carry out shopper logistics (Keillor et al, 1996;Teller and Gittenberger, 2011). The relevance of the shopping logistics as part of the shopping experience is also strongly dependent on the shopping orientation whereas a hedonic shopping orientation (µ 2 ) decreases the perception of shopping as a burden (e.g., Babin et al, 1994).…”

Can Online Decision Aids Support Non-Cognitive Web Shopping Approaches?

“…For now, however, taste, smell and touch cannot be experienced virtually. For example, Hand et al (2009) found that online grocery shoppers missed the experience of selecting produce and foods themselves. A generous return policy is also helpful in diminishing the risk of buying an untried experience product (Zeng & Xu, 2010).…”

“…Shopping agents will be particularly useful for price-adverse consumers (Pathak, 2010). Shopping online for necessities such as groceries is more often the result of circumstances such as illness, lack of transportation or convenience "rather than by a cognitive elaboration and decision process" (Hand et al, 2009(Hand et al, , p. 1215. If their circumstances improve, consumers will often stop shopping online for these necessities, especially if they perceived a lack of service quality (Hand et al, 2009).…”

“…They may instead decide to stop visiting that website. Service quality, such as ensuring that only satisfactory experience products are delivered, is important to retain online shoppers (Hand et al, 2009). …”

Online Food for Brick and Mortar Retailers: State of the Art in Italy

“…Home delivery of items purchased online is appealing to those for whom going out to shop is difficult for various reasons, such as physical disability, the need to care for small children, the lack of adequate or convenient transportation, and/or a busy lifestyle. Buying groceries and other products online unchains consumers from physically driving to and shopping in traditional stores [19].…”