Determinants of Consumers' Adoption of Online Grocery Shopping

In this paper, it is empirically investigated whether consumers who have adopted online grocery buying perceive this way of shopping differently from other online consumers. Data from 791 US online consumers are analyzed. Multiple discriminant results suggest that online grocery shopping adopters attach higher compatibility, higher relative advantage, more positive social norms, lower complexity and lower online grocery risk to Internet grocery shopping when compared to (a) consumers who have not searched for grocery-related information on the Internet and also when compared to (b) consumers who have searched for grocery-related information on the Internet, but who have not yet bought groceries over the Internet.



Citation:

Torben Hansen, Flemming Cumberland, and Hans Stubbe Solgaard (2005) ,"Determinants of Consumers' Adoption of Online Grocery Shopping", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 276-277.

Authors

Torben Hansen, Copenhagen Business School, Department of Marketing
Flemming Cumberland, Copenhagen Business School, Department of Marketing
Hans Stubbe Solgaard, Copenhagen Business School, Department of Marketing



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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