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To empirically investigate whether consumers who have adopted online grocery buying perceive this way of shopping differently from other online consumers.
Abstract
Purpose
To empirically investigate whether consumers who have adopted online grocery buying perceive this way of shopping differently from other online consumers.
Design/methodology/approach
The data presented in this study were collected from an online (web‐based) survey of US consumers using self‐administered questionnaires. Data from 784 US online consumers are analyzed.
Findings
Multiple discriminant results suggest that online grocery shopping adopters attach higher compatibility, higher relative advantage, more positive social norms, and lower complexity to internet grocery shopping both compared with consumers who have never bought anything on the internet yet and also compared with consumers who have purchased goods/services on the internet but not groceries. The results also suggest that online grocery shopping adopters have higher household incomes than non‐adopters.
Research limitations/implications
This research used a single respondent as a household representative. Since grocery buying concerns the entire household, this procedure assumes that the selected respondent provides answers which are representative of the household's opinion.
Practical implications
Provides practical advice to online retail managers on how to attract different consumer online grocery segments.
Originality/value
This paper investigates both experienced and inexperienced online grocery consumers. Thereby the paper adds to the understanding on how different groups of online consumers perceive characteristics of the online grocery channel.
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Retail buying is an under‐researched activity which is of crucialimportance to retailers. Conducts a survey of buyers in large UKretailers to investigate the range of activities…
Abstract
Retail buying is an under‐researched activity which is of crucial importance to retailers. Conducts a survey of buyers in large UK retailers to investigate the range of activities in which buyers are involved and explore the interface between the buying function and other functional areas. Demonstrates the breadth and challenging nature of the buyer′s role and explores the qualities needed by individuals wishing to make a success of retail buying. Finally, suggests that buyers carry the main responsibility for implementing a company′s marketing activities and suggests areas for further research.
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Muhammad Naeem and Wilson Ozuem
The purpose of the study is to understand how socially shared misinformation and rumors can enhance the motivation to protect personal interests and enhance social practices of…
Abstract
Purpose
The purpose of the study is to understand how socially shared misinformation and rumors can enhance the motivation to protect personal interests and enhance social practices of panic buying.
Design/methodology/approach
The study employed a number of qualitative data collection methods for the purpose of triangulation, as it can offer thick interpretation and can help to develop a context specific research framework.
Findings
The shared misinformation and rumors on social media developed into psychological, physical and social threats; therefore, people started panic buying to avoid these negative consequences. People believed that there were differences between the information shared by politicians and government officials and reality, such as “everything is under control,” whereas social media showed people standing in long queues and struggling to buy the necessities of life. The shared misinformation and rumors on social media became viral and received social validation, which created panic buying in many countries.
Research limitations/implications
It is the responsibility of government, politicians, leaders, media and the public to control misinformation and rumors, as many people were unable to buy groceries due either to socio-economic status or their decisions of late buying, which increased depression among people.
Originality/value
The study merged the theory of rumor (TORT) transmission and protection motivation theory (PMT) to understand how misinformation and rumors shared through social media increased global uncertainty and the desire to panic buy across the world.
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Mehrgan Malekpour, Mohammadbashir Sedighi, Federica Caboni, Vincenzo Basile and Ciro Troise
This research aims to fill the research gaps regarding customer preferences for digitalisation to create value for retailers and customers, as well as focus on retail change and…
Abstract
Purpose
This research aims to fill the research gaps regarding customer preferences for digitalisation to create value for retailers and customers, as well as focus on retail change and shopping behaviour in grocery retail stores in the emerging market.
Design/methodology/approach
This paper contributes to the research in this area by evaluating customers' and retailers' attitudes towards digital transformation in retailing through interviews. Methodologically, 200 questionnaires were gathered, and data were analysed with the partial least squared structural equation modelling method.
Findings
The findings of this study reveal that the effect of digital transformation in the retail industry will be more apparent in an emerging market.
Originality/value
The paper's originality consists in understanding the future retail structure in an emerging market. Notably, focussing on business-to-consumer businesses appears helpful in distinguishing between behavioural (buying) intention and online buying behaviour (actual usage) in an emerging market.
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Anusha Sreeram, Ankit Kesharwani and Sneha Desai
This paper aims to conceptualize and test an integrated model of online grocery buying intention by extending technology acceptance model by adding several antecedents of online…
Abstract
Purpose
This paper aims to conceptualize and test an integrated model of online grocery buying intention by extending technology acceptance model by adding several antecedents of online grocery shopping behaviour such as physical effort, time pressure, entertainment value, product assortment, economic values, website design aesthetics, etc. The ultimate dependent variable was consumer’s satisfaction with buying process of grocery product via online platform.
Design/methodology/approach
The model was tested over online grocery shoppers using structural equation modelling approach. To enhance the validity of the finding, common method bias and social desirability bias were also assessed.
Findings
As product assortment was found to have a significant impact on both perceived ease of use and perceived usefulness, it supports the notion of one-stop solution as a major driver to attract buyers to buy groceries online. Findings also highlight the importance of entertainment value and economic value as key variables which shape the buyer’s satisfaction and purchase loyalty behaviour. Overall, the results support the proposed model.
Practical/implications
The findings of this study would be helpful for online marketers to get more website visits and to increase conversion rates, i.e. getting their visitors to spend more time on the website and to make purchase.
Originality/value
This integrated framework tested here is quite comprehensive in nature, as it includes the influence of time pressure, physical effort and product assortment on online buying behaviour. These basic yet important variables to study, especially when the industry (online grocery shopping) is still in its nascent stage, are missing from the literature. The present study also involves a rigorous data analysis process followed by assessment of common method bias and psychometric property test. Such approach is rare in existing body of knowledge. The study uses S-O-R framework for hypothesis and model development, which is also rare in context of online grocery shopping.
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Kafia Ayadi and Isabelle Muratore
This paper investigates children's influence on their mothers' online grocery shopping. As virtual shopping does not provide instant gratification, the authors explore how…
Abstract
Purpose
This paper investigates children's influence on their mothers' online grocery shopping. As virtual shopping does not provide instant gratification, the authors explore how children between the ages of 7 and 11 are involved in the online purchasing process (before, during and after the purchase) with their digital mothers (digimums).
Design/methodology/approach
We collected qualitative data from 27 separate semi-structured interviews of mothers and their children.
Findings
Children's influence during the online buying process exists and can be active, passive and/or proactive. The findings extend knowledge about children's influence by adding the notion of proactive influence where children use an intended approach to anticipate their mother's needs for grocery shopping and take initiatives. Children use less impulsive requests and become smart shoppers using more rational arguments to explain their requests. The online buying process contributes to children's online socialisation: They learn the importance of the shopping list, prices, discounts, brands and so on. Online socialisation at home might take the physical form of using digital devices (i.e. scanning) and entering the credit card code, which contributes to the children's learning.
Originality/value
Online buying virtualises children's relationship to objects, and the screen acts as a kind of filter. This makes their influence strategy less emotional and corporeal and more rational (smart shopper).
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Kim Ramus and Niels Asger Nielsen
To use the theory of planned behavior (TPB) as a theoretical framework to explore in depth the range of beliefs held by consumers about internet shopping in general and internet…
Abstract
Purpose
To use the theory of planned behavior (TPB) as a theoretical framework to explore in depth the range of beliefs held by consumers about internet shopping in general and internet grocery shopping in particular.
Design/methodology/approach
Seven focus group interviews, four in the United Kingdom and three in Denmark, were conducted among consumers with different degrees of experience with internet grocery shopping. This diversification of respondents was chosen to capture a broad range of the consumer beliefs that predict intentions to buy groceries online or not. The TPB framework was used to construct the interview guide that was followed in all focus groups.
Findings
An unexpected result of the explorative study was that the seven groups consisting of more or less experienced internet shoppers differed only little in their pool of beliefs (outcome and control beliefs). Beliefs about internet grocery shopping, positive as well as negative, were remarkably congruent across groups. In the minds of consumers, internet grocery shopping is an advantage compared with conventional grocery shopping in terms of convenience, product range and price. Disadvantages, which could act as mental barriers, are, for instance, the risk of receiving inferior quality groceries and the loss of the recreational aspect of grocery shopping.
Research limitations/implications
An important potential limitation of this research is the choice of focus groups as research methodology, which can prevent the elicitation of certain types of beliefs. If important beliefs concern issues of a more sensitive, personal character they are not likely to be mentioned in a focus group. Another limitation is the explorative nature of the research, which makes it impossible to attach weights to the importance of the elicited beliefs in predicting internet shopping behavior.
Practical implications
The findings could be used to direct attention to consumer beliefs about internet grocery shopping which have the potential of acting as barriers to this line of e‐commerce.
Originality/value
To shed some light on the role of consumers in an underperforming and understudied branch of internet retailing. Barriers in the consumers' minds to shop for groceries online are identified using an established theoretical framework.
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During COVID-19 pandemic, the use of social media enhances information exchange at a global level; therefore, customers are more aware and make backup plans to take optimal…
Abstract
Purpose
During COVID-19 pandemic, the use of social media enhances information exchange at a global level; therefore, customers are more aware and make backup plans to take optimal decisions. This study explores the customer psychology of impulse buying during COVID-19 pandemic.
Design/methodology/approach
The researcher, being a social constructionist, aims at understanding social patterns in impulsive buying strategies during COVID-19 pandemic. Forty UK consumers were participated using the telephonic interview method with the purpose to maintain social distancing practices.
Findings
Results revealed that vulnerable group of people, fear of illness, fear of empty shelves, fear of price increase and social inclination to buy extra for staying at home, increased panic impulsive buying behaviour among customers. Many people socially interpreted the evidence of death rate and empty shelves, which led to more disinformation, rumours and sensationalism, which increased customers' impulsive buying behaviour. Finally, risk of going outside, COVID-19 outbreak among employees of local retail stores, and health professionals' recommendations to stay at home, led to impulsive buying behaviour.
Originality/value
This study has constructed a research framework of customer psychology of impulse buying based on the results of this study and fear and perceived risk theories. The study also explains how the fear of fear, risk perception and conformist tendency enhanced impulsive buying during COVID-19 pandemic. This study has discussed specific implications for retailers.
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Chris Hand, Francesca Dall'Olmo Riley, Patricia Harris, Jaywant Singh and Ruth Rettie
This paper seeks to understand the triggers which influence the adoption (and the discontinuation) of online grocery shopping. Specifically, the research aims to establish the…
Abstract
Purpose
This paper seeks to understand the triggers which influence the adoption (and the discontinuation) of online grocery shopping. Specifically, the research aims to establish the role of situational factors in the process of adoption.
Design/methodology/approach
A two‐step research process is employed. First, exploratory qualitative research is carried out, with the purpose of gaining an in‐depth understanding of consumers' online grocery shopping behaviour. This is followed by a large‐scale quantitative survey extending the findings of the qualitative research and validating the role of situational factors in instigating the commencement (and discontinuation) of online grocery buying. Cluster analysis is used to segment consumers based on the importance of specific types of situations.
Findings
Both qualitative and quantitative results establish the importance of situational factors, such as having a baby or developing health problems, as triggers for starting to buy groceries online. Many shoppers are found to discontinue online grocery shopping once the initial trigger has disappeared or they have experienced a problem with the service.
Practical implications
While situational factors are beyond a marketer's control, they could be used as a basis for marketing communications content and target advertising, for instance, by using magazines directed at new parents.
Originality/value
The importance of situational factors as triggers for the adoption of online grocery shopping suggests an erratic adoption process, driven by circumstances rather than by a cognitive elaboration and decision. The adoption of online shopping seems to be contingent and may be discontinued when the initiating circumstances change.
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Ing Grace Phang, Bamini K.P.D. Balakrishnan and Hiram Ting
The COVID-19 pandemic took the world by surprise in early 2020. The preventive measures imposed by many countries limited human movement, causing uncertainty and disrupting…
Abstract
Purpose
The COVID-19 pandemic took the world by surprise in early 2020. The preventive measures imposed by many countries limited human movement, causing uncertainty and disrupting consumption patterns and consumer decision-making. This study aims to explore consumers’ panic buying (PB) and compulsive buying (CB) as outcomes of the intolerance of uncertainty (IU). The moderating role of sustainable consumption behaviours (SCBs) (e.g. quality of life [QOL], concern for future generation and concern for environmental well-being) were also tested to raise awareness of responsible and mindful consumption amongst the society and business stakeholders.
Design/methodology/approach
To empirically examine the grocery shopping behaviours of Malaysian consumers during COVID-19, a total of 286 valid grocery consumer survey responses based on a purposive sampling were collected and analysed during the movement control order period between March and July 2020.
Findings
The findings confirmed the statistically significant impact of IU on both PB and CB and the impact of PB on CB behaviour. Amongst the three SCBs tested, only QOL significantly moderated the relationship between the IU and PB.
Originality/value
To the best of the authors’ knowledge, this is the first study to construct a framework of consumers’ PB and CB during the pandemic, building upon the stimulus-organism-response model and the concepts of IU and SCB. This study further serves as the pioneering study on the moderating role of SCB in consumer behaviour research in the pandemic context, whereby consumers’ QOL significantly moderates the relationship between their IU and PB. This study has also drawn specific implications for grocery retailers and government agencies for retail and policy planning to promote positive social transformation in consumer buying behaviours during a pandemic or crisis.
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