Determinants of Consumers' Adoption of Online Grocery Shopping

Torben Hansen, Hans Stubbe Solgaard, Flemming Cumberland

Research output: Contribution to journalConference abstract in journal

Abstract

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
Original languageEnglish
Book seriesEuropean Advances in Consumer Research
Volume7
Pages (from-to)276-277
ISSN0098-9258
Publication statusPublished - 2005
EventThe European Association for Consumer Research Conference. EACR 2005 - Göteborg, Sweden
Duration: 15 Jun 200518 Jun 2005
Conference number: 7

Conference

ConferenceThe European Association for Consumer Research Conference. EACR 2005
Number7
CountrySweden
CityGöteborg
Period15/06/200518/06/2005

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