Determinants of consumers' repeat online buying of groceries

Author: Hansen, Torben

Source: The International Review of Retail, Distribution and Consumer Research, Volume 16, Number 1, Number 1/February 2006 , pp. 93-114(22)

Publisher: Routledge, part of the Taylor & Francis Group

Buy & download fulltext article:


Price: $54.28 plus tax (Refund Policy)


This study developed and empirically tested a model for understanding what factors determine repeat buying behaviour of already experienced online grocery consumers. Data were collected from 198 consumers who currently buy groceries via the Internet. The obtained Lisrel results suggest that consumers' attitude towards online grocery buying is positively affected by perceived offline physical effort and negatively affected by offline shopping enjoyment. Multi group analysis shows that the strength of these relations differed across several consumer characteristics. Also, it was found that a perceived high Internet grocery risk does not form an action barrier for consumers who already have a positive attitude towards online grocery buying. The results also indicate that consumers may hesitate from repeat online buying if they are faced with high online complexity. Implications and future research directions are discussed.

Keywords: Lisrel multigroup analysis; Online grocery behaviour; conceptual model; repeat online buying

Document Type: Research Article


Affiliations: Department of Marketing, Copenhagen Business School, Copenhagen, Denmark

Publication date: February 1, 2006

More about this publication?
Related content


Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content

Text size:

A | A | A | A
Share this item with others: These icons link to social bookmarking sites where readers can share and discover new web pages. print icon Print this page