The role of situational variables in online grocery shopping in the UK

Authors: Robinson, Helen; Dall'Olmo Riley, Francesca; Rettie, Ruth; Rolls-Willson, Gill

Source: The Marketing Review, Volume 7, Number 1, March 2007 , pp. 89-106(18)

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Abstract:

Previous research on e-grocery shopping has mainly been descriptive of online purchase patterns and loyalty to brands, but little is known about what lies behind these patterns. More research is needed on what motivates consumers when shopping for groceries online. The aim of this study is to understand the motivations and perceptions of UK online grocery shoppers. A qualitative approach, using four discussion groups with internet grocery shoppers was employed for this exploratory study. Life events emerged as the catalyst for starting or stopping online shopping. While convenience was a motivation for shopping online, issues of service quality, particularly surrounding deliveries, made respondents frequently re-evaluate their decision of whether or not to continue to shop online. Most respondents considered online shopping as a complementary, rather than as an alternative mode of shopping for groceries, with users continuing to make purchases in traditional stores, as well as online. Our results have important implications for managers involved in the provision of online grocery operations in the U.K. and indeed in other countries where online shopping for grocery products is at an earlier stage of development.

Keywords: INTERNET CONSUMER BEHAVIOUR; ONLINE SHOPPING; E-GROCERY

Document Type: Research article

DOI: http://dx.doi.org/10.1362/146934707X180703

Publication date: 2007-03-01

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