Adoption of online grocery shopping: personal or household characteristics?

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20 Citations (Scopus)


This paper first analyses how socio-demographic characteristics impact the adoption of online grocery shopping and, in a second step, relies on the Motivation-Opportunity-Ability (MOA) model to explore what these socio-demographics actually capture and how they are linked with consumer motivations. We exploit a survey among 468 customers of Belgian supermarket chain Colruyt. Our logistic regression shows that while variables at the personal level do affect adoption of the online channel, consumers’ motivations to adopt in fact lie on the household level. In particular, in our analysis the effect of age disappears or becomes less strong when it is combined with household characteristics. An examination of our respondents’ self-reported motivations confirms that age does not only capture a person’s ability to use the technology but also its usefulness for that person’s household, in that age is correlated with the presence of young children and the working situation in the household.
Original languageEnglish
Pages (from-to)255-286
JournalJournal of Internet Commerce
Issue number3
Early online date28 Jun 2017
Publication statusPublished - Aug 2017


  • online grocery shopping
  • electronic commerce
  • consumer adoption


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