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Buying groceries online

by Sarah Peball

Institution:	Universidade Nova
Year:	2017
Keywords:	Online grocery shopping; Generational cohorts; Perceived internet grocery risk; Electronic commerce; Domnio/rea Cientfica::Cincias Sociais::Economia e Gesto
Posted:	02/01/2018
Record ID:	2166520
Full text PDF:	https://www.rcaap.pt/detail.jsp?id=oai:run.unl.pt:10362/23176

Abstract

Purpose Online grocery shopping is gaining momentum in European retailing. The purposeof this study was to investigate four theoretical consumer-oriented constructs and theirinfluence on consumer purchase intention in this context. Additionally, this paper examineddifferences between two generational cohorts, Millennials and Baby Boomers.Design/methodology/approach A quantitative study was conducted among 354 Austrianconsumers. Data were analyzed using IBM SPSS version 23.0.Findings The main results found that perceived risk has a negative relationship withpurchase intention and remains particularly relevant in online grocery shopping. Prior onlineshopping experience, perceived online shopping convenience and grocery variety seekingwere also found to influence consumer intention. With respect to generational cohorts, BabyBoomers perceived entailed risks to be higher and convenience to be lower in comparison toMillennials. The younger generation displayed higher variety seeking as well as more distinctonline shopping experience and enjoyment.Practical implications For players in the online grocery market, this studys implicationspresent measures to address perceived risks and effectively communicate benefits toconsumers.Originality/value Theoretically, this study provides insights into specific consumerperceptions and experiences and their effect on future shopping intention. Also, the findingsadd to the scarce knowledge on generational cohort segmentation in the online shoppingliterature.Advisors/Committee Members: Martinez, Lus Fructuoso.