Publicação
Buying groceries online: consumer perceptions and generational cohorts
| Resumo: | Purpose – Online grocery shopping is gaining momentum in European retailing. The purpose of this study was to investigate four theoretical consumer-oriented constructs and their influence on consumer purchase intention in this context. Additionally, this paper examined differences between two generational cohorts, Millennials and Baby Boomers. Design/methodology/approach – A quantitative study was conducted among 354 Austrian consumers. Data were analyzed using IBM SPSS version 23.0. Findings – The main results found that perceived risk has a negative relationship with purchase intention and remains particularly relevant in online grocery shopping. Prior online shopping experience, perceived online shopping convenience and grocery variety seeking were also found to influence consumer intention. With respect to generational cohorts, Baby Boomers perceived entailed risks to be higher and convenience to be lower in comparison to Millennials. The younger generation displayed higher variety seeking as well as more distinct online shopping experience and enjoyment. Practical implications – For players in the online grocery market, this study’s implications present measures to address perceived risks and effectively communicate benefits to consumers. Originality/value – Theoretically, this study provides insights into specific consumer perceptions and experiences and their effect on future shopping intention. Also, the findings add to the scarce knowledge on generational cohort segmentation in the online shopping literature. |
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| Autores principais: | Peball, Sarah |
| Assunto: | Online grocery shopping Generational cohorts Perceived internet grocery risk Electronic commerce |
| Ano: | 2017 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Purpose – Online grocery shopping is gaining momentum in European retailing. The purpose of this study was to investigate four theoretical consumer-oriented constructs and their influence on consumer purchase intention in this context. Additionally, this paper examined differences between two generational cohorts, Millennials and Baby Boomers. Design/methodology/approach – A quantitative study was conducted among 354 Austrian consumers. Data were analyzed using IBM SPSS version 23.0. Findings – The main results found that perceived risk has a negative relationship with purchase intention and remains particularly relevant in online grocery shopping. Prior online shopping experience, perceived online shopping convenience and grocery variety seeking were also found to influence consumer intention. With respect to generational cohorts, Baby Boomers perceived entailed risks to be higher and convenience to be lower in comparison to Millennials. The younger generation displayed higher variety seeking as well as more distinct online shopping experience and enjoyment. Practical implications – For players in the online grocery market, this study’s implications present measures to address perceived risks and effectively communicate benefits to consumers. Originality/value – Theoretically, this study provides insights into specific consumer perceptions and experiences and their effect on future shopping intention. Also, the findings add to the scarce knowledge on generational cohort segmentation in the online shopping literature. |
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