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 groceryrelated 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