Sweetening the Deal: The Ingredients that Drive Consumer Adoption of Online Grocery Shopping

Abstract

Over the past decades, consumer adoption of online grocery shopping has increased steadily. Yet, overall market share is still comparatively low and retailers start questioning the prospects of the maturing distribution channel. The existing landscape of online grocery channels has seen little innovation nor diversity in terms of business models, reflecting the prevailing assumption that consumer online grocery shopping behavior is largely homogeneous. The present research challenges this notion by updating the understanding of consumer online grocery shopping behavior in a large-scale, representative study of Danish consumers. The results reveal distinct segments of online grocery adopters, which differ in their importance placed on perceived benefits of online grocery shopping. These segments can be targeted based on differences in preference for price, convenience, and service. The findings imply potential for retailers' differentiation in the market of online grocery shopping.

Adoption and Usage of E-Grocery Shopping: A Context-Specific UTAUT2 Model

“…The negative impact of PR is confirmed in studies for Denmark and Sweden [44] and India [68]. Kurnia and Chien [41], Wang and Somogyi [46], Frank and Peschel [39], and Human et al [32], for, respectively, Australia, China, Denmark, and Mauritius find no impact of PR.…”

“…For one, papers that include constructs similar to PE (such as perceived usefulness and perceived relative advantage) hint at their potential importance as a predictor of online grocery buying behavior. Concretely, while Hansen [35], Chin and Goh [36], Loketkrawee and Bhatiasevi [37], Nguyen et al [38], and Frank and Peschel [39] point towards PE's indirect impact via attitude, Verhoef and Langerak [40], Kurnia and Chien [41], Hui and Wan [42], and Driediger and Bhatiasevi [43] find evidence for a direct positive impact on online purchase intentions. Where EE is concerned, several studies explicitly show that the expected effort level and perceived complexity of using online grocery services are significantly negatively related to future buying intentions [35,[37][38][39][40][41][42][43][44][45][46].…”

“…Concretely, while Hansen [35], Chin and Goh [36], Loketkrawee and Bhatiasevi [37], Nguyen et al [38], and Frank and Peschel [39] point towards PE's indirect impact via attitude, Verhoef and Langerak [40], Kurnia and Chien [41], Hui and Wan [42], and Driediger and Bhatiasevi [43] find evidence for a direct positive impact on online purchase intentions. Where EE is concerned, several studies explicitly show that the expected effort level and perceived complexity of using online grocery services are significantly negatively related to future buying intentions [35,[37][38][39][40][41][42][43][44][45][46]. As for SI, the role of the perceived opinion of important reference groups such as friends, colleagues, and family has been confirmed in both qualitative [45,47] and quantitative studies [39,[48][49][50][51][52].…”

“…Where EE is concerned, several studies explicitly show that the expected effort level and perceived complexity of using online grocery services are significantly negatively related to future buying intentions [35,[37][38][39][40][41][42][43][44][45][46]. As for SI, the role of the perceived opinion of important reference groups such as friends, colleagues, and family has been confirmed in both qualitative [45,47] and quantitative studies [39,[48][49][50][51][52]. Evidence on the impact of FC, however, is less clear-cut.…”

Use of Mobile Grocery Shopping Application: Motivation and Decision-Making Process among South Korean Consumers

“…The proposed model tested the influence of attitudes, subjective norms, and perceived behavioral control on grocery app use intention, leading to use behavior in a South Korean context. Moreover, a comparison between users and non-users of grocery apps was investigated to verify differences in motives and behavioral factors [26]. The comparison may enable us to distinguish between drivers and deterrents of mobile grocery app use.…”