ONLINE GROCERY SHOPPING
225384559
The impact of online grocery shopping on stockpile behavior in Covid 19
PurposeThis research is to examine the impact of online channels on food stockpile behavior.Design/methodology/approachIn this study, we use bivariate probit models to empirically investigate the impact of online purchasing channels on Chinese urban consumer food hoarding behaviors with random survey samples.FindingsResults show that fresh food e commerce channels are more likely to be associated with panic stockpile behaviors due to higher likelihood of supply shortages than offline channels with government assistance in logistic management. In contrast, community group buy, another format of e commerce, appears superior in satisfying the consumer needs and easing the panic buying perception.Practical implicationsIt suggests that online channels may have diverse impacts on consumers' panic stockpiling behaviors during the extreme situations. Online channels need to develop efficient supply chains to be more resilient to extreme situations and the government shall recognize the increasing share of the online channels together with traditional offline channels when implementing supporting policies.Social implicationsWith ever increasing share of online channels, it is imperative in terms of policy implications to understand how would online channels affect hoarding behavior.Originality/valueWe are the first study in online shopping's impact on food stockpile during pandemics using a random sample. Although food stockpile behavior at times of emergency have been investigated in many literature, there are no empirical studies on the impact of online channels on stockpile behaviors under extreme situations. Unlike disasters that immediately impact every entity in supply chains covering producers, vendors, distribution centers and retailers, pandemics did not render supply chains affected immediately, but rather increase consumers' willingness to shop online to avoid virus. Thus, Covid 19 provides a natural experiment to investigate the online channels' impact on stockpile behavior.
China Agricultural Economic Review
Na Hao H Holly Wang Qingjie Zhou
214059746
What factors affect Chinese consumers' online grocery shopping? Product attributes, e vendor characteristics and consumer perceptions
In this paper, we provide a simple conceptual framework with empirical analysis to investigate the effect of product attributes and e vendor characteristics that are potentially included in the online shopper's information search on their online shopping behavior in China.,This paper examines consumers' online shopping frequency for food/grocery using an ordered logit model and for fresh food (a subcategory of food/grocery) using a two part model, considering product attributes, e vendor characteristics, and consumer perceptions and characteristics.,The results show that product origin is an influencing factor in shopping for fresh food online, reflecting consumers' growing interests in imported food or specialty food from other areas. Consumers are more likely to shop online for fresh food if they perceive online shopping as having a price advantage. But consumers who view price as a top factor are less likely to buy fresh food online frequently. Thus competitive prices might be a motive for online fresh food shopping, but consumers concerned about price do not necessarily shop frequently. Negative perceptions of product freshness reduce consumers' likelihood and frequency of shopping for fresh food online. Concerns on food quality and e vendors' credibility prevent consumers from frequently shopping for fresh food online. Social and demographic characteristics also influence consumers' decisions.,This paper provides a better understanding of consumer's online grocery shopping preferences and sheds light on policy and regulation design and implementation in the e commerce industry, which will ultimately protect and benefit consumers.
Qiujie Zheng Junhong Chen Robin Zhang H Holly Wang
213991073
Extending the experience construct: an examination of online grocery shopping
This study aims to assess factors influencing customers' online grocery shopping experiences, and it evaluates the central role of customer service and consumers' responses to satisfying grocery shopping.,A mixed methods approach was used; linguistic inquiry and the word count (LIWC) method captured qualitative aspects of consumers' grocery shopping experience, whereas partial least square structure equation modeling tested hypotheses regarding antecedents to consumers' overall online grocery shopping experience.,The PLS based analysis confirmed the qualitative insights, establishing the significance of customer service, which accounted for 68% variance in the overall experience and 42% variance in customer satisfaction, along with other experience antecedents such as website, product and delivery.,Future researchers could further analyze experience as a dynamic process focusing on consumer and retailer brand focused constructs, specifically focusing on creating a holistic understanding of customer service that establishes coherence between retailers' marketing values and their customer service.,Managers should acknowledge the importance of customer service in creating a satisfying customer experience, and they should respond to consumer concerns, resulting in enhanced brand related experience.,Responding to the call for a better understanding of customer service, this study brings out the challenges online grocery shoppers are facing in terms of customer service and empirically establishes customer service as a key driver of customer experience, thereby extending the earlier work on customer service and online customer experience.
Reema Singh Magnus Soderlund
215767664
Nudging while online grocery shopping: A randomized feasibility trial to enhance nutrition in individuals with food insecurity
Food insecurity, the inability to acquire adequate food due to insufficient resources for food, is associated with an increased risk for obesity and associated health problems. This study assessed the feasibility and initial efficacy of a prefilled online grocery shopping cart (i.e. default option) in promoting healthier grocery purchases in individuals with food insecurity. Fifty participants recruited from food pantries in New York in 2018 were randomized to review nutrition information before purchasing groceries online (n 23) or modify a prefilled, nutritionally balanced online shopping cart (n 27) based on a budget corresponding to Supplemental Nutrition Assistance Program benefits. Compared to nutrition education, the default shopping cart resulted in the purchase of significantly more ounces of whole grains (Mean Difference [Mdiff] 4.05; 95% Confidence Interval [CI] 6.14, 1.96; p .001) cups of fruits (Mdiff 1.51; 95% CI 2.51, 0.59; p .002) and vegetables (Mdiff 2.21; 95% CI 4.01, 0.41; p .02) foods higher in fiber (mg; Mdiff 15.65; 95% CI 27.43, 3.87; p .01) and lower in sodium (mg; Mdiff 1642.66; 95% CI 660.85, 2624.48; p .002) cholesterol (mg; Mdiff 463.86; 95% CI 198.76, 728.96; p .001) and grams of fat (Mdiff 75.42; 95% CI 42.81, 108.03; p .001) and saturated fat (Mdiff 26.20; 95% CI 14.07, 38.34; p .001) The use of a default online shopping cart appears to improve nutritional quality of food purchases in individuals facing financial constraints.
Appetite
Jaime A Coffino Tomoko Udo Julia M Hormes
213681037
In search of the 'good life' Understanding online grocery shopping and everyday mobility as social practices
Abstract Online grocery shopping offers an alternative to everyday grocery shopping, which often requires car travel. A growing marketplace of online grocery shopping services enables distributors to control 'the last mile' by which products reach consumers. However, realising the energy saving potential of online grocery shopping entails addressing several problems, as increased e commerce does not necessarily mean decreased car use. Today, calculated potential energy savings are based on estimates and assumptions rather than on thorough knowledge of consumers and their preconditions for e commerce. This paper is based on a survey of 19 households that regularly buy groceries online. Qualitative interviews combined with travel diaries enable discussion of the household members' rationales, attitudes, expectations, and mobility practices. Online grocery shopping is considered here as a social practice that could contribute to a more sustainable mobility. In line with social practice theory, practices are understood as successful configurations of material, meaning, and competence that are also dependent on networks of other practices. This framing enables discussion of the likelihood that consumers will change mobility practices as an effect of online grocery shopping. The paper suggests that mobility practices results from constraining activities in everyday life, in which urban planning, norms of food and food purchasing, and the search for better quality of life are more decisive than is the practice of online shopping per se. This paper contributes empirically and theoretically to the study of mobility practices and discusses, from a user centred perspective, the possibility of creating sustainable transport solutions.
Jessica Berg Malin Henriksson
218483195
Using Social Comparisons to Facilitate Healthier Choices in Online Grocery Shopping Contexts
This exploratory research examines how we might nudge consumers towards making healthier food choices in online grocery shopping or other digitally mediated food consumption contexts. Our pilot study investigated how different forms of social comparisons could be used to encourage consumers to reduce the number of calories contained in their online grocery basket. Our findings show that participants who were less interested in trying new diets were more willing to reduce calories when presented with a comparison to people unlike them, an out group member comparison, while those who were interested in trying new diets were more willing to reduce calories regardless of social comparison type. These findings imply that one size does not fit all when nudging. More research is needed to see how social comparisons influence the effectiveness of digital health behavior projects.
CHI Extended Abstracts
Blake M DiCosola Gina Neff
225078000
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.
Darius-Aurel Frank Anne Odile Peschel
214406304
Online grocery shopping adoption: do personality traits matter?
This study examines the relationship between personality traits and the willingness to buy groceries online. Our research is based on research on consumer values regarding online grocery shopping (OGS) and the authors argue that customer values are aggregated states of personality traits. The authors, therefore, propose the predictive power of personality traits toward OGS usage adoption.,For a more thorough evaluation of the matter, the authors conducted an online administered questionnaire resulting in N 678 valid responses and conducted structural equation modeling using IBM AMOS (Vers. 25),The authors found that none of the five personality traits had a significant influence on the attitude toward OGS. However, subjective norm had strong influence on attitude, and both subjective norm and attitude were solid predictors of purchase intention for groceries online. Unsurprisingly, the attitude toward OGS was higher for consumer groups with prior experience. The results indicate a high relevance of peer groups in the decision making process of buying groceries online and the crucial importance of the initial purchase.,Practitioners, therefore, may resort to marketing the strategies to peer groups and initial purchasing behavior and address the level of experience with the usage of OGS, as well as situational aspects. This may be facilitated by precisely targeted online marketing activities and marketing service strategy adaptations.,This is the first study to examine the influence of personality traits toward the willingness to conduct OGS with an emphasis on the lower overall adoption within Germany. The authors furthermore validate the predictive power of the theory of planned behavior (TPB) construct for the economically attractive market segment of OGS by adapting and enhancing the scope of previous research.
Philipp Piroth Marc Ritter Edith Rueger-Muck
219072991
A Mixed method Examination of Reported Benefits of Online Grocery Shopping in the United States and Germany: Is Health a Factor?
ABSTRACT The growth in online grocery shopping has prompted research into why consumers are shifting food acquisition practices. Most research has relied on either confirmatory approaches (i.e. multiple choice surveys) that limit consumer input or ethnographic approaches that provide more in depth understanding of consumer experience but are limited to a handful of participants. The present study fills a gap in the existing literature by using open ended responses from many participants to derive and quantify consumer motivations and benefits of online grocery shopping. Data about online grocery shopping was collected in the United States and Germany from participants who were 18 years of age or older and the primary household food shopper. A qualitatively driven, mixed methods approach using a bottom up, content analysis methodology with emergent coding resulted in over 1,000 open ended responses provided by almost 400 individuals. Data synthesis yielded 51 separate benefits that clustered into eight motivation categories. Findings demonstrate that consumers are grocery shopping online for an array of reasons, ranging from economizing to expressing aspects of their social identity. The benefits that were most often mentioned are functional, utilitarian needs such as saving of money and time, or the increased availability and accessibility of products.
Journal of Food Products Marketing
Jonathan L Blitstein Florentine Frentz Stephanie B Jilcott Pitts
169333755
Online grocery shopping in Thailand: Consumer acceptance and usage behavior
This study is the first of its kind to examine the acceptance and usage behavior of online grocery shopping in Thailand. It proposes an extension of the technology acceptance model, including subjective norm, visibility, perceived risk, and perceived enjoyment to better understand the factors and the extent to which they lead to the acceptance or rejection of online grocery shopping. In order to accurately test the variables and the relationships of the proposed research model, a questionnaire was developed and distributed to 450 residents in the Bangkok area, of which 263 valid responses were returned back to the researcher. Instrument development was done by using existing scales and items from the current literature on technology acceptance. Partial least squares structural equation modeling (PLS SEM) was used for this research, with the results emphasizing that perceived ease of use, perceived usefulness, intention to use, subjective norm, and perceived enjoyment have a statistically significant relationship towards the acceptance of online grocery shopping in Thailand. By contrast, visibility and perceived risk were found to have no significant impact on the perceived usefulness of online grocery shopping. The results and implications are summarized in the discussion part of this paper where valuable recommendations for decision makers are provided.
Journal of Retailing and Consumer Services
Fabian Driediger Veera Bhatiasevi